At the University of Florida’s (UF) Office of Strategic Communications and Marketing (SCM), I work with the social and creative teams to increase engagement on UF social platforms, mainly their Instagram @uflorida that has over 300k followers.
Objective
Create a repeatable and engaging video series that allows the video team to slot in different researchers to a standard format
Call to Action
Utilize current social media trends to create greater engagement
AudienceGen Z audience of college students on Instagram
Deliverables
4 AR Filters
3 Instagram posts based off of current trends and memes
AR Filters
Foam Finger
UF Landmarks
What UF Thing Are You?
Gator Face
- Increased @uflorida's filter engagement by 250% in their past two years
- 235,575 clicks of engagement (as of Sep. 2024)
I noticed that the UF Instagram had a gap, therein their filters could be more engaging with their large audience of Gen Z. The school does not have a TikTok, and therefore misses out on related trends, especially in regards to filters.
I taught myself how to use Meta's Spark AR.
UF's Instagram voice is casual leaning satirical, which lends itself to perfect opportunity in creating use out of the filters with Gen Z. I created 4 filters that varied on this tonal spectrum.
Instagram Posts
- Sole designer of 3 social media posts that have averaged 18k likes per post
- 97th percentile of @uflorida’s engagement
I participate in weekly social media strategizing meetings. My participation in ideation has directly contributed to about 10 posts on @uflorida on Instagram.As a result, I have been the sole designer and heavily involved in ideating 3 social media posts based on current Gen Z trends and memes. This has shown to be effective based on high engagement in the 97th percentile of the Instagram's past two years.
Josh Hutcherson Meme (412k views, 22k likes, 203 comments, 4.4k shares, 483 saves)
Valentine's Day Cards (11k likes, 64 comments, 4.6k shares, 319 saves)
Example of Card
Example of Card
Sad Hamster Meme (389k views, 21k likes, 200 comments, 2.9k shares, 600 saves)
Original "Sad Hamster"
Spark AR - Illustrator - Photoshop - After Effects