We Do Brand campaign
"Is college worth it?" If you ask 56% of Americans, the answer is “No.” Why? Because of the perception that students graduate with a lack of job skills and a large amount of debt.* And yet, higher education advertising is stuck pairing drone shots of a sun-dappled campus with “follow your dreams” messaging.
That's why we ditched the picturesque-campus angle and cut to the chase, showing the value of a college degree in our own way.
Our graduates are educated, experienced and employed – so that's what we showed. The result was a visually striking campaign, built to capture teens' attention in popular digital spaces while driving home the university's key differentiator: a CMU education prepares you for a career.
*Wall Street Journal-NORC survey, 2023.
59%
increase in
ad clicks
39%
increase in
landing page sessions
110%
increase in landing page engagement
Cut the fluff
Higher education advertising feels predictable and out of touch. It touts vague notions of reaching your "ultimate potential" and achieving personal fulfillment. That changes with our We Do Campaign. Using a matter-of-fact tone, delivered by a reassuring CMU host, we upload a surge of bluntness to the market and directly address a growing concern in higher education – the value of a college degree.
You won't find commencement ceremonies, scenic campus shots or stadiums in these commercials. Our campaign looks, sounds and feels unlike anything else in higher education advertising. And, our message is simple, clear and backed with facts our students can count on – nearly 95% of CMU grads are employed, engaged in volunteer service or furthering their education within six months of graduation.*
*2022-2023 Career Outcomes Rate is calculated by standards set forth by the National Association of Colleges and Employers. Includes graduates who are employed, engaged in volunteer service or furthering their education within six months of graduation.
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 turned a serious conversation casual while carrying our key message about job placement.
Leveraging influencers
On top of our own social channels, we harnessed the power of influencers to amp up our online presence. What better way to show outcomes of a CMU education than by sharing the success stories of our alumni? Bonus points if they're already social stars.
Combating banner blindness
The use of high-contrast colors and animation endeavor to break through banner blindness, regardless of platform. Our audience will see blunt, impactful messages while streaming content, surfing social media or gaming online.
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.
Cohesive messaging
No matter where students interacted with the campaign, we delivered on our key message with a side of wit.
Billboards were placed in key markets, sometimes even in our competitor's backyards.
Meeting the audience where they are
When hands-on experience and job outcomes is the name of the game, the We Do brand delivers – with a gamified ad where the user collects experience, graduates and lands a job. This game, along with our in-game banners, meets students where they are and provides new opportunities to engage with our brand message.
