+45% Year-Over-Year Social Growth
Driven by a WE ARE YOU–centered content strategy focused on identity, community, and storytelling.
Overview
Campaign: We Are You
Client: Rutgers Foundation
Role: Social Media/Email Strategy & Content Execution
Platforms: YouTube, Instagram, Facebook, LinkedIn, Email
Timeline: Ongoing
The Opportunity
Rutgers University Foundation needed to expand brand awareness by connecting with a broad, multi-generational audience while maintaining institutional credibility. The opportunity was to translate the WE ARE YOU stories into social content that felt personal, human, and platform-native without losing message clarity.
The Strategy
Growth was driven by strategy that prioritized:
Human-led storytelling over institutional messaging
Feature-driven content highlighting real people in the Rutgers community
Platform-specific formats designed for shareability and retention
Consistent narrative framing tied back to identity and sense of belonging
Execution
Each feature is both a moment and a building block, designed to resinate on its own while contributing to something larger. Following the release of the feature video, the story was extended through a series of social posts designed to sustain momentum across platforms.
Results
The story reached far beyond the core Rutgers audience, generating hundreds of shares and organic engagement across adjacent communities including: the Rockettes, the broader dance community, and the twins’ personal networks. This extended reach was driven by a thoughtful rollout that allowed different audiences to connect with the story from their own entry point.