"After two years of COVID-19 restrictions, February 2022 was the first time that the university could conduct a full face-to-face welcome program for students. This was an exciting moment for the university to bring campus back to life for our students. Welcome Week 2022 was the biggest welcome program in the history of the university. It featured an expanded event offering and a total of 213 events to help students transition back to campus life.
An integrated social media campaign was developed to coincide with Welcome Week activities to bring more students on campus, raise awareness and share the celebrations with the rest of our community. The campaign was executed across Facebook, Instagram, Twitter, WeChat, Linkedin and TikTok.
Many elements of the welcome program were designed with social in mind, including a teaser campaign to reveal the artists performing at our ‘secret gigs’, live painting of a mural, a TikTok stage and giant #USYD22 letters across the campus.
To help engage those who couldn’t make it to campus, many student takeovers and vox pops were done across our channels to showcase what was happening on the ground. Overall, our social campaign extended the Welcome Week experience seamlessly online. The campaign skyrocketed our TikTok follower numbers and outperformed all platform and higher education benchmarks."
From the Judges
The results speak highly for this creative project. Good to see them setting goals that can be measured and achieved by their campaign.
