Picture Your Purdue is a social media photo campaign that works in conjunction with the Purdue University homepage. Each day a new image submitted by students, faculty, staff, alumni or the Purdue community is featured as the main hero image. The goal is to get our audience more involved and show Purdue through multiple perspectives, featuring student life, events, athletics and great campus photos. We also are able to benefit from the free, high-quality user-generated content in other marketing pieces.
The campaign kicked off during freshmen student orientation in Fall 2017. We set up a pop-up photo booth on campus and photographed over 1,400 students. In turn, students received a promotional card (see "promotional card” in portfolio") and directed them to the new site to learn more about the campaign and download their high-quality image for free.
Throughout the year, graphics on social media promoted the campaign on the main university channels. The graphics range from general posts, re-sharing images previously submitted, challenges with specific goals, and teasers encouraging the use of the hashtag, #PicturePurdue.
Die cut stickers were designed and given to people who submitted photos and were featured on the Purdue homepage. They helped promote the campaign and provided a fun "thank you" gift to the user-submitted content we received.
RESULTS:
As of September 14, 2018, we have received 981 total submissions from the campaign. We have been able to display a new image every day on the Purdue University homepage for the past 390 days, featuring 84% external and 16% internal submissions. Of the external submissions, we have featured 198 unique people. Since launching our campaign, there has been over 52,200 visits to the campaign site.
NOTE: As of 9/14/18, I am no longer managing this campaign or the data.
Client - Purdue University Marketing