Outpacing Our Peers Through Social Media
Amplifying the Small Steps, Giant Leaps. Together.
The social media framework we developed to coordinate campus-wide marketing during spring 2020 was called “Air Cover.” This one-voice, One Purdue content strategy featured communications aligned with the eight messaging pillars of The Next Giant Leap Brand Platform: research and discovery; transformative education; an environment of inclusion; a culture of persistence; delivering innovation; earning respect; creating balance; and fostering growth.
2020 Performance Metrics
January — December 2020
Purdue’s YouTube Subscribers and Engagement
Total Now is the Most of Any Competitor*
35,400
SUBSCRIBERS
10,900
ENGAGEMENT TOTAL
*Rival IQ competitor set: Michigan, Georgia Tech, Ohio State University, University of Illinois, Indiana University
Making Giant Leaps in Our Engagement Across All Platforms
With Purdue’s New Social Media Strategy That Focused on Content Diversification, We Saw Giant Leaps in Our Engagement Across All Platforms
OUR TOP-PERFORMING 2020 INSTAGRAM POSTS
9.01%
Engagement Rate
13.5%
Engagement Rate
6.75%
Engagement Rate
6.23%
Engagement Rate
2.36%
Instagram benchmark engagement
Don’t Just Take Our Word For It
With small steps in strategy came giant leaps in our social media presence. Capitalizing on a newly energized brand, we saw tremendous growth in our following, thanks to high-quality content and audience interaction.
What our followers are saying
Launching ‘This is Purdue’ Podcast
Joining our storytelling arsenal was “This is Purdue,” a twice-monthly podcast launched in January 2020 to showcase how Boilermakers are solving myriad problems facing our world, leaving their mark, in small steps and giant leaps.
- Listenership has averaged nearly 2,000 per month
- 23 episodes with 23,035 total listens