From the Nominator

"The Office Cold Calls campaign was created to showcase Ivey faculty in an approachable and authentic way, fostering engagement with current students and alumni, and attracting prospective students. A 2019 brand study showed Ivey’s brand was perceived as less sincere relative to competitors. This campaign aimed, in part, to help improve that perception.  The goal was to highlight the diversity and approachability of our faculty. Short-form video was chosen as the best way to deliver this campaign as it allowed us to show faculty in a raw, authentic way. The “cold call” approach was taken to mimic a frequently used classroom tactic, which is well-known by students and alumni.  

We had three key objectives: 

1. Publish four videos of faculty from diverse programs and disciplines  
2. Earn an average of 11,000 views per video
3. Maintain an average engagement rate of 3.5% per video  

After securing faculty participants, our in-house multimedia specialist and communications intern (a current Ivey student) conducted the recordings. Even though the recording was pre-planned, it was staged to appear that they snuck up on the faculty. There was no script.  After recording, the social content manager edited the videos with the multimedia specialist, sent the videos to the faculty for final approval, and posted them on Ivey’s LinkedIn and Instagram accounts.   All objectives were met and exceeded. Feedback from the Ivey community was overwhelmingly positive. In fact, the series was so well received that there was strong interest from faculty in participating in season two."

From the Judges

Very creative but also simple. Good way to get some ROI in terms of the various engagement metrics outlined in the submission without needing significant resources.