Social Media component for Keep Wes Safe campaign

Role:

Post ideation, strategy, and creation

Description: 

This campaign was Wesleyan University’s effort to limit the spread of COVID-19 on campus and inform the community on protocols for the 2020-21 academic year. Social media was one of the channels used primarily to reach current students.

The strategy included using Instagram and Facebook as those platforms are most popular with the target audience. Posts ranged from informative (hard touch) posts to light-hearted (soft touch) posts. On Instagram, the average Reach Engagement Rate was 9.74%, with the top post performing at 14.22% (First Day of Classes, Spring 2021). On Facebook, the average Reach Engagement Rate was 2.62%, with the top post reforming at 5.93% (First Day of Classes, Spring 2021).

The deck linked provides a more robust overview of the campaign.