Rev Your Bev Influencer Campaign with Health & Wellness Bloggers
Our goal was to expand and enhance the Rev Your Bev campaign on social media beyond owned social channels (Facebook and Instagram) through teaming up with influencers across the Virginia who share our passion for healthy living and to promote the broader awareness of Rev Your Bev Day and its goals.
700 schools participated in this campaign to teach kids about the importance of drinking water. They learned to make fruit-infused water recipes, and voted on their favorites. W partnered with food and wellness blogger partners to recreate their recipes.
Galentine's Day is all about sharing the love, and what better way to show your love than with a McNugget bouquet?! Keya Wingfield of Candy Valley Cake Company worked with us to design these custom Galentine's Day bouquets made with real McDonald's Chicken Nuggets. We also worked with local illustrator Hayden Ireland to create a card with the likenesses of some of our favorite RVA gals in celebration of Galentine's Day. Learn more about Hayden and her work here.
Students graduating from the VCU Brandcenter go on to work at Google, Facebook, Coca Cola and beyond. We needed to formulate a social strategy that was a reflection of the amazing talent coming out of the school in order to attract the right new students.
Our goal was to use this to create content that feels custom-made for their target, individuals aged 22-30. We worked hand-in-hand with the recruiting and marketing team of the school to create an effective and sustainable social content strategy. Not only did the Brandcenter see a 15.7% increase in requests for an application to the school following the campaign, they were also now equipped with a detailed content strategy built on insights from their audience and a plan for analyzing and optimizing on an ongoing basis.
We began our research by evaluating secondary data, an admissions survey followed by an audit of the school’s social media communications, an industry analysis, and finally, focus groups.
We used the feedback across all channels to develop eleven content categories that covered every aspect of the Brandcenter to appeal to as many different types of students as possible. We looked at common questions as themes and used that to inform the informational content we created. We incorporated a reporting structure that utilized monthly social media reports to identify topics and questions to address in info sessions, tours.
We learned from accepted students that getting their application package in the mail was a huge, life-changing moment…everyone remembered where they were when it arrived. We capitalized on this and captured this shared moment by branding the Brandcenter application envelope with a hashtag welcoming them to the #brandfam.
We found that prospective students had the same questions over and over about the admissions process and financial aid. The Brandcenter’s recruiting coordinator became the star of her own video-series, “Ask Hawley,” focused on answering those frequently asked questions.
Students said they had no idea how awesome Richmond, VA was. We incorporated content about the Richmond area into our social content strategy and even included a custom guide to Richmond in acceptance packets.
Not only did the Brandcenter see a 15.7% increase in requests for an application to the school following the campaign, they were also now equipped with a detailed content strategy built on insights from their audience and a plan for analyzing and optimizing on an ongoing basis.
