From the Nominator

Duke University created a video series to introduce community members and potential students to the school's leadership. For each person, we identified a place that was meaningful to them and asked 20 personal and professional questions “on location” while they walked and talked. Our goal was to showcase our brilliant, interesting, surprising leaders as people. Also, our school is known for its community feel, and we wanted to share that vibe online for potential students. We released six episodes in the series during the judging window. We released the full videos on YouTube and shortened versions as Instagram reels. We promoted the videos using images on Twitter and LinkedIn and in various newsletters (including featured placement in The Duke Daily, a Duke-wide newsletter). We also embedded the videos strategically on our website. On Instagram, the reel teasers had 44% more plays than the other reels we released during the same time period. Sample Instagram comments tapped into the passion from our community: “This man will forever be special! He made my Sanford experience all the more worth it!” “Honestly! The BEST human EVER and TRIPLE YES for more Ken content ♥️♥️” “Loving this series and getting to know the program leaders.”

From the Judges

The video series showcasing leaders in a more personal light was amazing. By going on location, the institution humanized them in a way that resonated with the community. We loved the simplicity and creativity of this campaign, which successfully brought higher-ups out of their professional setting and into their element. This innovative approach made leadership more relatable and accessible.