In the spirit of humor and user engagement, NYU Alumni Relations crafted an April Fools' Day 2019 post that promoted a fictional University “Petigree” to PhD program. The campaign was posted across Facebook, Instagram, and Twitter and featured doctored images of cats and dogs receiving a degree from NYU. It utilized puns focused on academia, such as the fictional “Zoological Study of Squirrels” and the “Physics Behind the Laser Dot.” Leveraging creativity, wit, and a deep understanding of the NYU alumni audience, the post spread laughter and enhanced users' positive perspective of the NYU Alumni brand.
From the Judges
This was such a fun and whimsical idea. The best part is that there was not a financial cost to the university to implement the plan. Judges liked the creativity of the photos taken around campus in locations that were familiar sites. And using social media helped to reach a broad range of alumni.
