In 2022, we all saw the emergence of Taylor Swift and how her brand is so powerful, especially to a higher educational audience (aka students). As she announced her first new album in a few years (Midnights), I decided last minute to use that as a way to bridge our brand to her. With nine albums at the time, I took a deep dive into what each album represented and matched those with a relevant business degree. For example, I matched her debut album with our staple general management degree because “it’s the OG, the one that started it all, and had a great foundation to build on. It really gives you A Place In This World.” By using song titles to show the connection between the degrees and the album, we were able to connect all nine albums with nine areas of the business school.

This was posted on Instagram the night before Midnights released and our students ended up loving it. I knew it was a success when I overheard students talking about the post while on campus. I really couldn’t have been more excited. Fast forward to February, we submit the post to the American Advertising Awards (ADDYs). It ended up winning the top prize in the social media category. I really couldn’t believe that my work was award-worthy. All this to say, I learned that sometimes the best ideas aren’t planned for weeks on end, and what our audience really wants to connection. They want to feel like they belong at the school they chose, and by using relevant pop culture moments, students can see that we are right there with them.

To see the original post on Instagram: https://www.instagram.com/p/Cj8JrRjOoOE/?img_index=2

To see my LinkedIn post reflection: https://www.linkedin.com/posts/morgncam_socialmedia-hesm-activity-6990781756387856384-riK6