Bangor University: creating powerful social media content
Objective
In May 2020, Pickle Jar Communications was commissioned by Bangor University to create powerful social media content to support undergraduate student recruitment activity.
Bangor University has a strong story to tell, especially with respect to sustainability, social responsibility, and student experience.
However, they had yet to translate this story into a social media campaign.
The university was keen to:
Raise awareness of its student experience and academic excellence on social media
Offer content that would be relevant, relatable, useful and usable to prospective undergraduate students
Encourage registrations for its virtual open days during a challenging recruitment cycle.
Whilst being committed to this vision, Bangor University acknowledged that they had limited in-house resource for social media content creation and management.
Support
Pickle Jar Communications helped address these challenges by:
Creating content for social media channels
Applying campaign-thinking to support UK undergraduate student recruitment
Generating a plan for social media content leading up to the university’s virtual open days
Connecting with university colleagues to ensure a joined-up approach to the campaign.
Our campaign adopted a "Choose your own adventure" theme. This was spread across five sub-themes that served the university's undergraduate audience: academic excellence, research excellence, values, personal growth, and the stories of individuals (staff, students, alumni).
We drew upon the talents of our in-house senior design consultant, with two decades of design experience, and our talented storytellers. We provided over 50 creative assets in a diverse range of mediums:
Copy
Images
Animations
Videos with kinetic graphics
Audio storytelling.
These were also tailored for five unique platforms: Instagram, Instagram Stories, Facebook, YouTube, and TikTok.
Success
The campaign directed almost 300 people to the Bangor University website, where they completed 50 actions. The content also prompted high engagement on the channels themselves, gaining almost 2000 likes, over 100 shares, and over 50 comments.
Furthermore, the university launched its TikTok channel solely for this campaign. Over the four-week campaign period, our TikTok videos were viewed over 1,600 times.
Do you need social media support?
Pickle Jar Communications would love to partner with you to strengthen your social media activity.
Our expert team of content strategists can support your organisation with:
Original content creation: words, images, video, audio, animation
Planning tools and editorial calendars
Workshops and training
Audits: content, channel, accessibility
Audience research
Analysis and insights
Strategy
Are you ready to deliver impactful, engaging social media content that serves the strategic objectives of your organisation?