Case Study: #WeAreWillPower Campaign

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Objective

The Will. Power. brand establishes that William Paterson University creates unique opportunities for students to succeed in an environment that both challenges and supports them, unleashing their full potential. The #WeAreWillPower social media campaign was created to translate Will. Power. into a digital experience that showcases stories of success and determination from within the WP community. #WeAreWillPower aims to create, collect and curate authentic examples of student Will. Power. to stimulate organic conversation and build awareness for the distinctive William Paterson experience that transforms students’ aspirations into exceptional achievement.

Tactics

  • The #WeAreWillPower Tumblr blog collects and shares curated student stories and community-submitted highlights combined with strategic content (photos, videos, gifs, student Will. Power. definitions, internal and external news stories, etc.) generated by the Marketing and Public Relations team to create an overall sense of the William Paterson experience and Will. Power. brand.

  • The #WeAreWillPower hashtag, established for community-wide use, is utilized in University-generated social media content when sharing posts that demonstrate success, determination and achievement.

  • Visibility was created for the blog by featuring key elements on the University homepage and across key University webpages (Civic Engagement page, Veterans Affairs page, etc.). Content was also creatively and strategically shared across WP’s wide network of social platforms.

2018 Results

  • Facebook: 19,400+ impressions, 600+ reactions, 40+ comments, 20+ shares, 1,400+ link clicks.

  • Twitter: 37,900+ impressions, 130+ likes, 30+ retweets.

  • Instagram: 41,800+ impressions, 2,300+ likes, 50+ comments.

  • Traffic: 3,130 visits to the #WeAreWillPower Blog.

Highlights and Examples