The University of British Columbia Okanagan’s (UBCO's) annual graduation ceremony is the culmination of a student’s university experience. It's an opportunity to recognize and celebrate a significant achievement with family, friends, and the campus community. By far, it represents the greatest opportunity for the university to engage with its many audiences over a two-day period. Our goals for 2024 graduation were threefold: 1) Increase year-over-year impressions across all channels; 2) Increase year-over-year engagement for likes, shares, and saves of social media content; and 3) Increase the number of followers on UBC Okanagan social media channels. The University Relations digital marketing team was able to achieve these goals through a targeted strategy focused on congratulating graduates and recognizing their achievements at UBCO; welcoming new alumni into the UBC’s global network of 400,000+ alumni in 160+ countries; and recognizing the support systems and people that contributed to student success. The campaign exceeded expectations, with 115 posts generating far more impressions, engagements, and followers than UBCO’s graduation 2023 digital campaign. Through an innovative and nimble content approach, UBCO strengthened its connection with graduates, engaged new audiences, and reinforced its reputation as a globally recognized institution.
From the Judges
We agreed this nomination had good metrics and strong quality. Additionally, the growth in social media followers was impressive.
