Today’s College Climb
Creative Strategy / Concepting / Video Production / Interviewing / Copywriting / Web Content / Event Branding / Storytelling
The digital, PR, and OOH campaign centered on the idea that today’s college students more than just students—they’re also often parents, employees, caregivers, and much more. We put real students at the center of the campaign. At our event, we turned Rachel’s photos into an art gallery, invited students to speak on a panel about their experiences, and asked them to add their own identities to an interactive display.
A campaign to change widespread assumptions.
Lumina presented our team with two challenges: A small-but-important target audience to reach and a project that deserved to be reinvented after its 2020 debut.
We knew policymakers and thought leaders could help Lumina reach its big attainment goal, but our campaign needed to expand their understanding of who today’s college students are without straying into the muddy waters of advocacy.
So we planned a campaign that would turn education into an event. An invitation isn’t a call for policy change, after all.
We worked with Rachel Bujalski and Coldwater Collective to produce a video about her 2020 feature on five nontraditional college students, reworked the project’s landing page to support the campaign, and planned an exhibition at NOVA Community College just outside of D.C.
Notable Results
Nearly 50,000 visits to the landing page.
A paid and digital advertising campaign—including geofenced, targeted ads ahead of the gallery event—drove significantly increased attention to the project and its message.
One million impressions for out-of-home ads.
Before our showcase event near Washington, D.C., we drove over one million impressions with our target audiences, using out-of-home opportunities like bus stations, bike shares, and wallscapes.
A 50% view rate on our video ad campaign.
We built a Google Display Network campaign to house custom videos that earned the full attention of half our target audience.