USC Leiden
Social Media Manager and Content Creator
Reaching Gen Z
Due to the COVID-19’s digital divide between younger and older generations, my focus was on using social media to connect with new university students. I aimed to bridge the understanding gap between higher education staff and students, in this time I realised the significance of social media connection and its measurement. With creative freedom, I experimented with different methods to establish meaningful connections with our audience, aiming to bring virtual connections into real-life experiences.
TikTok Sensation
The director of marketing was having problems with connecting to the younger generation on social media and being restricted by the more conservative traditionalists of the University. There was a compromise from all parties that a TikTok account would be set up just before orientation week without proper connection to the University, It seemed to be set up by the younger workers (but set up and managed by me).
After two weeks of intense research and trial and error, a video I created starring the workers from the Leiden USC became viral throughout the whole of The Netherlands.
Performing better than expected, these videos were shared within friends groups, to parents, to grandparents and others who weren’t on the app.
Connection Events
When executed effectively, social media has the power to mobilise people offline. We discovered this potential through activation campaigns and community influencers at USC, sparking significant excitement.
Faced with challenges in event participation, I proposed a tester event to refine post-COVID marketing strategies, granted full freedom across marketing tools but with no budget.
Crafting a one-month campaign, we achieved record attendance at the event, with attendees even bringing friends in hopes of last-minute openings.
TikTok
YouTube
Case study
Saturday Marathon
300%
Increase in social media engagement
343%
Increase in event participation
32.5%
Shared their experience on social media stories, tagging @USCLeiden
1,195
More views than the average reels on similar events