From the Nominator

Miami University's "'Twas The Night Before Decision Release" video was crafted to capture the hearts of students and parents eagerly awaiting Miami University’s mid-December decision release. Designed for Instagram and Facebook, with 24-hour play on the university TikTok story as well, this short, festive video repurposed the classic poem “'Twas The Night Before Christmas” to celebrate the anticipation of decision day. Admission staff transformed into playful elves, cheerfully packaging up the admission packets students would actually receive, which added a unique and engaging twist to the messaging. Miami University's strategic goal was threefold: to increase anticipation and excitement about decision release, to showcase Miami University’s fun and vibrant college personality, and to boost engagement with admitted students following the announcement of admissions decisions, with the ultimate goal to yield a strong class of 2029. The team executed this creative initiative by leveraging a beloved holiday theme that resonated with the audience, ensuring the content was both memorable and shareable. The impact was immediate and positive—the Miami University team's creative approach heightened the excitement surrounding decision day and drove meaningful engagement across social media channels. This included 4,059 engagements, including 596 shares across Instagram and Facebook. Overall, Miami University's "'Twas The Night Before Decision Release" video stands out as an exceptional example of the university's innovative approach to audience engagement. By merging festive storytelling with practical admissions information, the video successfully communicated Miami's welcoming community spirit and set the stage for a joyful transition into college life.

From the Judges

This production thoughtfully addresses the emotions of prospective students awaiting application decisions. By showing the care behind each review and pairing it with a heartfelt poem and visuals, it humanizes the process and presents the brand in a personal, memorable way. It allows the applicants to see real faces and the thought put into the curated poem and graphics showcases the brand in a personable, one-of-a-kind way.