We’ll continue to feature some of this year’s most noteworthy Hermes Creative Awards entries throughout the competition.
|Organization: Washington College
Location: Chestertown, MD
Title of Entry: “Washington College Cobranded Content Buzzfeed Campaign”
Category: 132c. Electronic Media / Social Media / Interactive – Social Media – Content Campaign (Multiple Platforms)
Choosing the best platform to reach your audience is a challenge every marketer and communicator knows well. Washington College in Chestertown, MD was recently faced with this challenge when brainstorming ways to communicate with their audience, students ages 13-17 who will eventually attend college.
To reach their audience, Washington College paired with Buzzfeed to create engaging and relatable content on both social and digital platforms. Washington College utilized a variety of content across multiple platforms, including Facebook, Instagram, Snapchat and Buzzfeed’s web presence to reach potential students.
Through a series of videos, listicles, quizzes and social content, Washington College was able to reach their audience on the platforms they most enjoy through light-hearted and relatable content. Instead of strictly focusing on the academics of college, the school chose to create content that highlights the fun and invaluable experiences of college life. Quizzes and listicles such as “11 Freshmen Bonding Moments That Will Make You Nostalgic For College,” and “Pull An All-Nighter And We’ll Tell You What Grade You Got,” appealed to their audience on a personal level and ignited excitement around the college experience.
The campaign was an overwhelming success, garnering more 83,223,912 impressions and 980,824 content views across all platforms. Washington College’s authentic content successfully engaged with their audience and communicated the school’s personality to potential students.
To see a full list of Washington College’s Buzzfeed content, visit here.
The deadline for the 2018 Hermes Creative Awards is March 29. Enter your best work today.