National Pan-Hellenic Council: Nigel’s story

Nigel Taylor’s experience with the historically Black Alpha Phi Fraternity Inc. helped him find a place of belonging on campus.

An Opportunity for Strategic Storytelling 

As part of our efforts to share more stories about Black Boilermakers, we saw an opportunity to feature stories surrounding the “Divine Nine,” a collection of historically Black fraternities and sororities founded in the early 1900s. Part of the broader National Pan-Hellenic Council, these organizations provide the opportunity to celebrate Black excellence and a space where students can express their authentic selves, forging friendships that last well beyond their undergraduate years. 

In addition to storytelling from across the “Divine Nine,” we wanted to provide a deeper dive into one student’s experience in an NPHC fraternity. Nigel Taylor’s story was the perfect opportunity to highlight how community, legacy and pride make for a complete and fulfilling Purdue experience, and our audiences agreed. His video was extremely successful both on YouTube and on social media. 


67%Video View Duration Through April 2023
1,756,000YouTube Views Through April 2023
238,727 Social Media Impressions Through April 2023

Outstanding YouTube Performance 

We approached Nigel’s video with a completely restructured, comprehensive paid strategy. Based on information from previous campaigns, we were able to target individual segments of our audience, leading to more views and a longer view time. 

Inspired by our success with Nigel’s video, we embarked on a brand-new engaging, creative and strategic partnership with Google, applying what we learned from our success with Nigel’s video to future video campaigns. 


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