When it comes to brand awareness and reaching prospective students and families, Miami University’s digital team saw the opportunity to engage them in a non-traditional way. Miami’s associate director of social media developed a creative solution to the question: “How can we make admission-visit promotion more entertaining on our social media channels?” The solution: Tap into the universal charm of a toddler. We highlighted the cuteness and curiosity of a toddler, who got the experience of a prospective student. In many ways, prospective students feel that same curiosity when they take their first steps onto a new campus. We filmed Wesley, a two-year-old, to play up the fun aspects of campus. We were sure to include content that would interest students, such as Miami’s headshot booth, which showcased career development opportunities on campus, and Yager Stadium, which aligned with our football team's success this season. The Instagram video received nearly 100,000 views, with over 11,000 being non-followers. The content was also shared nearly 700 times, 33% more than the average of our last 20 posts. In addition, the video was also shared on TikTok and Facebook. Collectively, the video across all three platforms received over 115,000 views.
From the Judges
This video takes a unique and catchy approach to showcasing the college experience. The comparison between a student and a toddler, highlighting their shared priorities of having fun, eating, and napping, is brilliant and engaging. The simple concept is elevated to a new level. We loved how this creative storytelling brings a fresh perspective to the college experience.
