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Carry the Love
Overview: Carry the Love, a multi-denominational movement affiliated with Youth With A Mission (YWAM), visits North Park University each spring to connect students across diverse Christian backgrounds. This project was a 30-day targeted digital growth and event promotion campaign designed to maximize campus awareness, expand non-follower reach, and drive live event attendance.
The Challenge: Increase event awareness, student involvement, and digital engagement for campus-wide university ministry events within a tight 30-day window
The Strategy: Designed and executed a comprehensive 30-day content calendar targeting non-follower reach through high-energy short-form video (Reels), interactive Instagram Stories, and strategic community partnership
Deliverables:
Instagram Reels
Key Metrics & Impact:
+52.6% Increase in overall Reel engagement within 30 days
12K+ Views generated on a single viral Reel
75.8% Non-Follower Reach achieved across promotional posts
100+ Student Attendees mobilized for live campus events
For this save-the-date promotional video, I was responsible for the entire creative pipeline: developing the concept, filming, and editing. I also recruited fellow North Park students to participate, ensuring the video felt authentic and generated excitement within the campus community.
This reel was a strategic attempt to maximize campus event awareness by leveraging a trending social media hook. The content was designed to grab the target viewer's attention within the first few seconds, optimizing for high retention and shareability among the North Park student audience.
I adapted a popular trending TikTok idea "Us When..." to create content that promoted the "Carry the Love" event. This approach maximized the visibility of the promotion by utilizing formats that the target student audience was already consuming, helping to effectively boost awareness.
Working with a peer, I produced an informative testimonial reel designed to explain the meaning and impact of "Carry the Love" on campus. I was specifically in charge of developing the interview questions and recruiting previous student attendees, creating an authentic narrative that encouraged attendance.
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