Best of CASE District VIII Award
 

Institution: The University of British Columbia

Title of entry: Benefits are Awesome video

About this entry: This fun and entertaining video was created to attract the attention of recent grads and marginally or non-engaged alumni who have otherwise not engaged with alumni UBC’s more conventional communications. The purpose of the video is to communicate the many benefits of being part of alumni UBC in an irreverent and intrusive way.

It was released in social media (embedded in Facebook, Twitter and Instagram feeds) with the aim of viral distribution, with selective use at strategically appropriate times, such as graduation, to ensure a long shelf life. To that end, the annual goal for views was set at 5,000. The video was produced in-house by alumni UBC staff, the university's in-house production studio, and through the contributions of alumni in the Vancouver creative community in front of and behind the camera. Amateur on camera talent was also used icy recruiting alumni UBC staff and volunteers.

The final edit was released on November 23, 2021, to align with the university's modest fall graduation of about 3,000 vs. spring graduation of approximately 10,000 students. While our viewing goals were modest given the intended organic, drip distribution strategy, we nonetheless achieving in excess of 11,000 views by December 31, 2021 (7,200 Facebook, 2,100 Twitter, 1,750 Instagram), more than double our annual goal.