Social Media

Massachusetts Maritime Academy

viral facebook post

CHALLENGE

Inspire prospective students and their parents to increase overall application rates to MMA.

SOLUTION

Create content around a senior tradition that is unique to MMA to engage not only current community members, but prospective students and their parents.

EXECUTION

Transform a cell phone video into an entertaining source of content to authentically generate buzz with prospective students and parents.

STRATEGY

Many elements were at play contributing to the success of this video. It worked well for Facebook because we added elements of slow and fast video that made it engaging for viewers, whether they were directly connected or aware of the Academy previously or not. We chose Facebook, as this platform is often used for entertaining video and is optimized for shares. The post worked for this specific client because it captured their long-lasting tradition of seniors jumping into the water to kiss the bow of the ship. Current students and alumni felt tied to this tradition, while Academy hopefuls looked on with aspiration.

Senior Swim

A dip in the bay and a kiss on the bow. Behold: Senior Swim.

Posted by Massachusetts Maritime Academy on Monday, June 17, 2019

OUR ROLE

Social Media Strategy
Analytics
Reporting

The Outcome

1 million

engagements

200

new followers

50x higher

average growth new followers

8%

increase positive sentiment

400

encouraging comments