DIGITAL CAMPAIGNS
Data-Driven and Audience-Centered Strategy
I have extensive experience leading campaigns that drive engagement and achieve marketing goals. My approach combines market research, data analysis, and trend identification to create relevant and engaging content. By collaborating with cross-functional teams and adjusting strategies in real-time, I ensure campaigns exceed performance targets while remaining aligned with brand messaging and audience needs.
The 30 Days to Duke campaign was designed as a resource to help new students prepare for their move-in day, while also engaging families, current students, and faculty/staff through Instagram.
To ensure the campaign was both relevant and impactful, I utilized a data-driven approach from start to finish.
This reel was the final video in the 30 Days to Duke countdown, posted on move-in day, and captures the excitement and energy of welcoming new students to campus.
30 Days to Duke: Engagement Campaign
Data-Driven Strategy
I analyzed engagement data from previous years to understand what content resonated most with the audience. This allowed me to optimize the content strategy for the current campaign, ensuring that the resources we featured were aligned with audience interests and needs.
I also examined social media trends to determine which types of content would be most effective on Instagram. For instance, I identified that resources such as campus tips and student experiences performed best as engaging Instagram reels, while essential event reminders and informational content were best suited for static posts.
Content Strategy:
Reels: Used to showcase student stories and exciting campus features, leveraging trending formats to increase engagement.
Static/Dynamic Posts: Focused on crucial information, such as important dates, tips, and event highlights, ensuring clarity and easy access to key details.
Student Stories: Weaved in authentic student stories to humanize the content, fostering a deeper connection with the audience.
Collaborations:
I analyzed past campaigns to identify key collaborations that would enhance the relevance and outreach of the campaign. By including important partnerships with campus departments (e.g., housing, student affairs, student organizations), we ensured that the content reflected a diverse range of resources available to students.
I created this reel for Day 26 of the 30 Days to Duke countdown, introducing students to one of the top dining spots on campus.
I created this student interview-style reel for Day 23 of the 30 Days to Duke countdown, providing current students with an opportunity to offer advice to new Duke students.
Resource Focused Dynamic Post Example:
This carousel post was created to highlight student participation, featuring students sharing essential Duke lingo (there were 10 videos created). The goal was to make the countdown more engaging by incorporating authentic student voices, encouraging new students to connect with the campus culture through relatable and fun content.
Results and Impact
The 30 Days to Duke campaign delivered exceptional results, far exceeding industry standards for engagement.
Engagement Results:
120% increase in overall engagement compared to previous years.
Over 1,000 interactions per post on average (likes, shares, comments), significantly surpassing typical engagement rates of 1-3%.
Consistent growth in shares, demonstrating the campaign’s ability to engage not only new students but also families, current students, and faculty/staff.
Remarkable increase in shares, showing how the campaign resonated with the community and prompted them to share the content.
Impact on Students:
A post-campaign survey revealed that 85% of students strongly agreed that the 30 Days to Duke campaign was extremely helpful in preparing them for their transition to campus life. This feedback reinforced the campaign's effectiveness in providing valuable information.
These results reflect the success of the campaign, which remained responsive to the needs of the audience and played a key role in the students' successful transition to Duke.