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
![](https://marcom.purdue.edu/app/uploads/2021/04/62Increase-Youtube2-2.png)
![](https://marcom.purdue.edu/app/uploads/2021/04/58Increase-Youtube2-2.png)
![](https://marcom.purdue.edu/app/uploads/2021/04/87Mil-Youtube-2.png)
![](https://marcom.purdue.edu/app/uploads/2021/04/55777-Youtube-2.png)
![](https://marcom.purdue.edu/app/uploads/2021/04/2-3Mil-Youtube-2.png)
![](https://marcom.purdue.edu/app/uploads/2021/04/1-2Mil-Youtube-2.png)
![](https://marcom.purdue.edu/app/uploads/2021/04/3448-Youtube-2.png)
![](https://marcom.purdue.edu/app/uploads/2021/04/900000-Youtube-2.png)
Purdue’s YouTube Subscribers and Engagement
Total Now is the Most of Any Competitor*
![](https://marcom.purdue.edu/app/uploads/2021/04/YouTube-Subscribers4-1.png)
![](https://marcom.purdue.edu/app/uploads/2021/04/YouTube-Logo-1.png)
35,400
SUBSCRIBERS
10,900
ENGAGEMENT TOTAL
*Rival IQ competitor set: Michigan, Georgia Tech, Ohio State University, University of Illinois, Indiana University
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