For Ransom Everglades’ annual day of giving, we spread the word about giving to RE through an interactive social media campaign. One of our goals was to increase the engagement and reach of our posts on the school’s alumni Instagram account (@ransomevergladesalumni). We drove traffic from the school’s official account (which has a greater following) to the alumni account with a campaign called “Guess the Raider.” "Guess the Raider" encouraged alumni, students, parents, and any other constituencies to follow our alumni Instagram account to participate. We created a teaser video that introduced the game and recorded our mascot acting as several well-known faculty and staff members. Throughout the week, we released about two videos per day through Instagram/Facebook stories and used the Q&A feature to ask participants to guess who the Raider was acting as. All correct entries from followers were entered into a prize drawing. As a result, we increased our followers by 10%, saw a 55% increase in accounts reached, and had a 30% increase in engagement in the week of the campaign.
From the Judges
This piece impressed us with its well-planned and executed strategy, achieving great outcomes. It's a fun and easily replicable campaign that could inspire other institutions. Awesome measurable results and great visuals. It's wonderful to see the results align with the project's goals, showcasing its effectiveness. This project is both entertaining and creative, meeting important giving and engagement goals.
