California State University, Fullerton's strategic communications team used a trending TikTok to boost brand awareness during the critical October to December 2024 application window. By leveraging a viral TikTok format, they reached Gen Z where they spend most of their time, engaging them with fun, relatable content that felt authentic and unpolished—qualities Gen Z values. This approach helped the university stand out at a key decision-making time for prospective students. Additionally, the timing was perfect for reaching high school seniors finalizing college applications. The campaign was cost-effective and boosted visibility, ensuring Fullerton stayed top of mind for applicants.
From the Judges
This video perfectly captures the spirit of the category. The student producers' passion is evident, and the creative use of a popular trend effectively reflects their brand. It also highlights the administration’s commitment to bridging the gap with the student body.
