From the Nominator

The Visit BGSU campaign revolutionized campus tours with a bold, innovative approach that captivated prospective students. At its core was "Selling BGSU," a dynamic video series inspired by home-buying shows, where a charismatic guide showcased the university’s standout features. We strategically leveraged "MTV Cribs" nostalgia, Architectural Digest aesthetics, and influencer marketing, hiring our first-ever social media influencer to authentically engage audiences. Adding to the momentum, we reimagined "House Hunters" to spotlight residence halls and created a "Home Alone"-inspired holiday video, tapping into generational nostalgia to expand our reach. The results shattered expectations. The campaign amassed 3.7 million video views and over 275,000 reactions, making it our most successful to date. Beyond engagement, it drove real impact—campus visits surged by 18%, while applications increased 5% over last year and 17% from 2023. By blending pop culture, nostalgia, and cutting-edge digital marketing, Visit BGSU set a new benchmark in student recruitment. The campaign not only boosted brand visibility but also directly influenced prospective students' decisions, reinforcing BGSU as a top choice. This groundbreaking success proves that innovative storytelling and strategic engagement can redefine how universities connect with future students, paving the way for even more ambitious marketing efforts ahead.

From the Judges

This campaign is deserving of recognition for its bold creativity, nostalgic flair, and measurable success. By blending influencer marketing and MTV-inspired aesthetics, it delivered high-quality, engaging content that resonated with audiences and drove real results—including a surge in campus visits and applications. Despite the complexity of juggling multiple concepts, the campaign maintained a cohesive and fun tone that projected a strong sense of place and personality for BGSU. Its impressive return on investment on a modest budget showcases both strategic ingenuity and executional excellence.