We Do Brand campaign
The 2023 We Do campaign from Central Michigan University was built to stand out.
Advertising in higher education is notorious for aspirational clichés that are devoid of clear value to students. So instead, our campaign used humor, delivered by a relatable host, to impart a simple message – a CMU education prepares you for your career.
The result was a highly-visual campaign, built specifically for digital impact, that captured teens' attention and drove home the university's key differentiator.
25%
increase in
applications
574%
increase in video
view completions
115%
increase in
site sessions
Breaking through the noise
Higher education advertising is predictable, uniform and repetitive...it's a "snooze-fest." That is, until our commercials hit the market.
You won't find beakers, stadiums or cluttered white boards in these commercials. The We Do campaign looks, sounds and feels unlike anything else in higher education advertising. Bucking the norms, our CMU student-host cuts right to the heart of it.
QR codes were added to broadcast and streaming placements to give students a quick route to learn more.
Broadcast
Social and streaming (QR code version)
YouTube
Broadcast
Social and streaming (QR code version)
YouTube
Built for social
Who wants to watch an ad while scrolling? No one. Especially teens! By creating ads that felt native to platforms like Tiktok and Instagram Reels, we stopped the scroll and encouraged students to watch our ads all the way through.
Our host amped up the humor, edging into silliness, while still carrying our key message about job placement. We also harness the power of influencers, rare in the higher education space, to boost reach.
@noahglenncarter If you’re looking for a college CMU should be on your radar! @Central Michigan University #CMUniversityPartner #ad ♬ original sound - NoahGlennCarter
Combatting banner blindness
The use of high-contrast colors and animation endeavor to break through banner blindness, regardless of platform. Our audience will see animated messages while streaming content, surfing social media, or gaming online.
Digital ads
Digital ads
116%
increase in
video views
75%
increase in
click through rate
114%
increase in
new site visitors
A mobile-first, personalized web experience
Because over 90% of visitors to the We Do campaign landing page are mobile users, the campaign is designed mobile-first, with scannable content and interactive elements.
Messaging within the ad sets directs a personalized and consistent web experience, creating a seamless transition from ad to landing page.
Landing Page
Cohesive messaging
No matter where students interacted with the campaign, we delivered on our key message with a side of humor. Billboards were placed in key markets, sometimes even in our competitor's backyards.
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Who's the host?
Through the campaign, we didn't just tell a story about career preparedness. We lived it.
Our host, a CMU student, Michael A., provided the authenticity, humor and relatability the campaign needed to succeed. Featured in commercials, digital ads and social posts, his easy-going demeanor and high-energy delivery welcomed engagement from students. A broadcast and cinematic arts student, Michael's behind-the-scenes and on-set experience is preparing him for his future career.