Each year, Vanderbilt University’s Communications and Marketing team produces a series of stories highlighting exceptional students from our graduating class. These features have become tradition, and they allow our audience to connect deeply with our graduates. These features generate excitement for commencement season. They are highly shared and regularly lauded by our community as impactful, moving portrayals. In 2024, we sought to elevate the series with a highly coordinated, multi-channel campaign, combining editorial, photography, video, design, and social media for a cohesive and immersive storytelling experience. Our social media storytelling brought new visual depth to these features. Beyond just reading about students, audiences could hear their voices and experience their personal journeys. VandyBoys star Jack Bulger shared childhood photos of his tee-ball days, illustrating his lifelong love for baseball. Composer Tatum Earp provided footage from an event where fellow student musicians performed a tribute she composed for her late father. Military veteran Vanessa Morales welled with pride in an interview, speaking about how much her husband, who died in military combat, would have celebrated her graduation. The campaign extended across Vanderbilt’s home page, news page, university-wide newsletter, partner school accounts, and beyond. The impact was significant: Social media engagements for the series increased by 646% year over year.
From the Judges
This is an outstanding model of integrated storytelling, showcasing polished yet authentic content that deeply resonates. The strategic multi-platform execution and compelling narratives powerfully elevated the student experience.
