Best of CASE District VII Award
 

Institution: University of California, Davis

Title of entry: Outgrow the Expected - Digital Ad Campaign

About this entry: Strategic Communications launched the university master brand campaign, Outgrow the Expected, to external audiences in November. The campaign is comprised of national digital and airport advertising driving traffic and engagement across a new campaign site, pillar pages, along with engaging conversations on how we solve the world’s biggest issues on social media channels. Multimedia videos and advertising featured animated illustrations from alumnus Steven Noble along with featured news stories highlighting Healthy Davis Together, the plover care after an oil spill, Alaska reunification, and more pillars stories.

As part of our overall branding strategy, we created this Outgrow the Expected campaign consisting of several animated digital banner ads and a few pre-roll videos for YouTube and social channels. Each ad invites the reader to imagine something beyond their expectations, and follows with a specific accomplishment that supports the theme of outgrowing the expected. All the ads drive traffic to our campaign-themed microsite.