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Carry the Love
Overview: Every Spring on North Park University's campus, Carry the Love, a multi-denominational movement affiliated with Youth With A Mission (YWAM), catering to believers from diverse Christian backgrounds visits. I spearheaded a promotional efforts for North Park's campus event, attracting a turnout of approximately 100 students through strategically crafted advertisements on Instagram reels.
Deliverables:
Instagram Reels
Impact:
Created viral digital content, including a reel with 12K+ views and posts reaching 75.8% non-followers, driving a 52.6% increase in reel engagement, 15.8% rise in post interactions, and 30.9% boost in story views within 30 days for North Park's University Ministries
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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