Best of CASE District V Award
 

Institution: Miami University

Title of entry: What or Who Are You Thankful For?

About this entry: For Thanksgiving, Miami University created a short-form social video centered on a single, universal question: “What or who are you thankful for?” Rather than producing a scripted holiday message, the university chose to elevate authentic student voices and capture unscripted moments of gratitude across campus. The video was filmed in a high-traffic campus location using a simple microphone setup and a handwritten sign inviting participation. Students approached and shared heartfelt, funny, and deeply personal reflections, thanking friends, family, professors, and opportunities that shaped their Miami experience. The creative approach prioritized emotional honesty, minimal production, and platform-native execution tailored for Instagram Reels and TikTok. The video was shot vertically, edited with quick cuts to maintain attention, and subtitled for accessibility and silent viewing. Natural lighting, ambient sound, and a seasonal campus backdrop reinforced the warmth and authenticity of the moment. Published on November 26, the video invited viewers to reflect on gratitude alongside the Miami community. The results significantly exceeded performance benchmarks. On Instagram alone, the video generated 211,603 views, over 8,600 engagements, and more than 1,100 shares, with engagement rates reaching as high as 9% per impression. On TikTok, the video earned more than 37,300 views organically. Beyond metrics, comments consistently praised the video’s sincerity, emotional resonance, and student-centered storytelling, demonstrating the power of simplicity and trust in the community.