To celebrate the Spartan class of 2022, Michigan State University created a multi-tiered campaign of "wigglegrams" featuring a diverse group of graduates. A "wigglegram" is a looping video that is created by taking multiple photos from slightly different angles and stitching them together to provide a unique three-dimensional animated experience. A team in MSU’s University Communications Office created nearly 100 pieces of content that were posted across our official university social media channels, the social media channels of individual MSU colleges, the university president’s social media channel, and individual students’ social media channels. Every piece of content was posted during the week leading up to commencement to thoroughly flood the social feeds of our audience of Spartans and elicit feelings of pride and excitement. In addition to the social-first content, a feature story page on the MSUToday news site curated the wigglegrams, with graphic pride points interspersed throughout to show the success of the graduating class. The campaign was extremely successful, especially for the individual MSU college channels.
From the Judges
An innovative way to garner attention. Strong work. Providing content that moves (literally and emotionally) is a creative and unique idea for graduation. It reminds us of the popular Instagram trend of boomerangs. The metric "tons of students" made us laugh.
