Having recently abbreviated the University of Pretoria to UP and with alumni steadily climbing up the career ladder, we were challenged to highlight the trajectory of both UP and its students through an engaging, communicative campaign.
To emphasise the message of growth, we developed a campaign to dramatise the effort of reaching new heights in order to visually inspire students. This involved branding one of the tallest structures on campus to attract attention during Spring Graduation, encouraging graduates to look up towards their futures.
The social media campaign element encouraged a sense of pride at being a UP alumni, sharing images from the graduation period as well as university facts and figures while running activation-based competitions and real-time graduation coverage via Twitter. The real-time coverage encouraged engagement not only with graduates, but alumni and other UP faculties.
The social media campaign returned positive results through 115 873 Facebook engagements and a 31.1% increase in UP Facebook page likes. The real-time Twitter coverage resulted in 14 700 impressions and 913 engagements with 584 media views.