Social/ Digital Activation
UNIVERSITY OF PHOENIX “Alumni United”
Role: Creative Director
In social media, the haters’ stream of criticism was killing the reputation of the University, its degrees - and most importantly - its students.
University of Phoenix has an army of almost one million graduates, ready to rise up and hit back at the trolls. So we organized a counter-attack, releasing a barrage of alumni response videos, each one carefully matched to a recent comment.
As a result our students’ surprise attack stole the conversation, helping change opinion with a 90% increase in positive sentiment for the University.
You can see all videos here: