When our alumni engagement rates stagnated at 2 percent for years (and click through rates failed to rise above….), the University of Southampton took a bold step to transform its engagement and communications activity. Launched in October 2018, “Replay” is the first alumni engagement campaign in the university’s history. Its goal is to reconnect alumni who have dis-engaged with the university, all through the power of music and nostalgia. “Replay” is a world first. We partnered with Spotify to create an alumni playlist, with songs from alumni that evoke a university memory every time they hear it. Baywatch, Journey, Joni Mitchell and Tinie Tempah is the evolving soundtrack of our university of Southampton alumni community.
From the Judges
The judges agreed that this entry showcased an extremely novel and innovative multimedia campaign that introduced a very creative way to drive alumni engagement. The organisation used a number of multimedia channels and used them in a way that shows a great understanding of their audience. The results that this campaign achieved were very impressive.
