Wilson Mateos
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University of Phoenix "Alumni United"

University of Phoenix  

"Alumni United"

 
 

Social/ Digital Activation
UNIVERSITY OF PHOENIX “Alumni United”
Agency: 180LA
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: 
www.youtube.com/playlist?list=PLob1O8IDG1UBZjrVSG1HPONCcNuNzkx7f