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
Great results. We always love when leadership isn't afraid to be silly. This was fun!
