Every spring, the University of Notre Dame capitalizes on Commencement Weekend by highlighting our students and events. However, in May 2024, the university chose to feature its faculty in an Instagram Reel. Through social listening in previous years, we knew that people often questioned why faculty wear different colors of regalia during commencement ceremonies. The university social media team decided to face these questions head-on by simply asking our faculty, “What are you wearing?”—a playful take on celebrity red carpet events. Designed for a general audience, the video showcases the educational backgrounds of our faculty members and highlights the variety of prestigious universities they attended. Our goal was to demonstrate that our institution is home to well-educated, highly qualified faculty, all while keeping the message accessible and engaging for students, families, and the wider community. Faculty members were approached as they lined up for commencement and asked to share where their regalia is from and the doctorate they hold. This 45-second video shared on the university’s Instagram and YouTube platforms resulted in more than 4 million views with the majority coming from outside of our existing audience. It also led to a notable increase in engagement, with the university’s Instagram account gaining 5,271 followers.
From the Judges
This video is a fresh, creative spin on a familiar idea—simple yet powerful in building connection and excitement, with remarkable impact.
