Capitalizing on an upcoming Des Moines concert by popular rap artist Drake, communications staffers conducted research and made a calculated bet that a persistent effort to bring the star to campus would result in a reputational boost. The social campaign generated copious media coverage, a late-night campus visit with inclusion on the star's own Instagram feed, and record-breaking traffic to the University's website, most notably the undergraduate application and programs pages. Hailed by journalist as "Best PR Move of the Week," it wouldn't have been possible without an astute social media strategy.
