#StanfordSweethearts is a social media campaign that celebrates relationships in the Stanford community through photos, stories, and video. A solid performer in our annual social cycle, we pivoted our strategy to secure more diverse user-generated content this year. These pivots included an attention-grabbing post calling for submissions that explore the many ways members of our community fell in love on campus. To help seed ideas, this was accompanied by a story featuring a recent proposal by two alumni on campus. Additionally, as part of our strategic priority to engage the current campus community, we worked with a student intern to produce a short IG Reel that told the story of modern romance on campus. After a week of reviewing submissions, we published five separate posts showcasing 20 stories that covered a diverse range of class years and stories of love. The results exceeded expectations, with more than 140,000 impressions, 16,000 engagements, and an engagement rate of 12.55% (up from 7.6% last year). The video reached 36,000, while tracking 102.5 hours of watch time, 1,400 likes, 600 shares, and 200 bookmarks. The sentiment was very positive, with commenters sharing great appreciation for the heartwarming stories, as well as their own campus experiences.
From the Judges
The approach taken to deliver this campaign was commendable. We thought the execution and results were remarkable, showcasing the power of creativity and hard work.
