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#MyDukePath - The Anatomy of an Instagram Contest

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#MyDukePath - The Anatomy of an Instagram Contest

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Overview of #MyDukePath, an Instagram contest behind the creation of the Duke President's 2014 holiday card. Presented by Audra Ang with Duke University's Development office.

Overview of #MyDukePath, an Instagram contest behind the creation of the Duke President's 2014 holiday card. Presented by Audra Ang with Duke University's Development office.

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#MyDukePath - The Anatomy of an Instagram Contest

  1. 1. #MYDUKEPATH THE ANATOMY OF AN INSTAGRAM CONTEST
  2. 2. OVERVIEW Highlight the pathways at Duke because they guide and connect students and the university community to the campus and to each other. GOAL • Collect 16 to 25 Instagram images through a contest. • Increase engagement. AUDIENCE The Duke community (students, faculty and staff, alumni, parents, and friends).
  3. 3. • More than 100 entries • Number of followers on Instagram doubled from about 200 to 400 followers • Partnered with Duke U, Duke Alumni Association, Working @ Duke, #PictureDuke Photo Club

Editor's Notes

  • Today, I’m talking about #mydukepath, the social media contest behind this year’s president’s holiday card. The contest was held Sept. 18 through Oct. 2.
  • It was the first time we were working with Donor Relations on the holiday card.

    Anna (director of communications) and Kevin (graphic design specialist) and donor relations presented about eight concepts to Mrs. Brodhead.

    She liked the one with the Instagram element best and they initially were going to go with a professional photographer to take the photos of the paths but Mrs. Brodhead though that a contest involving the community would be better.


  • The next step was to work out a plan to promote it.

    We developed three graphics—the initial post, a reminder one week before the deadline, and one two days before the deadline.

    We kept a few things in mind: 1. feature the hashtag prominently 2. Have the steps clearly outlined the first one 3. enlist the help of our partners to spread the word. These included Big Duke, DAA, Working @ Duke, the #PictureDuke Photo Clube and Duke Students. We tried to make it easy for them so we sent samples of posts we would be doing and included the graphic.

    We also promoted the posts on FB and spent about $270.
    Size: 22,000 people
    Location - Living In: Durham (+50 mi), North Carolina, United States
    School: Duke University School of Medicine, Duke Divinity School, Duke University School of Nursing, Duke University, Duke Law School or Center for Documentary Studies at Duke University
    Age: 18 – 65+
  • We culled them and showed Mrs. Brodhead the selects. She shared them with the president and eventually the number got whittled down to 15.
  • Here’s what the final card looked like. It was clean, simple and focused on the photos. Here’s the front and the back of the card.
  • Here’s the inside, which gives the IG usernames of the winners and the locations of their photos.

    We also shared President and Mrs. Brodhead’s favorite path—one in the Duke Gardens that features these pink flowers.
  • I also wanted to share a couple of photos of the winners at their lunch with the Brodheads at their house.
  • Also love this Instagram photo posted by one of the winners.
    She says “I would like to thank you for the opportunity and thank you for the prize”
  • Finally, I wanted to leave you with a great little video Sonja put together for Instagram highlighting all the photos.

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