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Case Study: Brand Awareness




Timeline
August—December '24

Goal
Humanize the Counseling Center’s Instagram to increase student awareness and improve content performance

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THE CHALLENGE:
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Students weren’t engaging with GVSU Counseling Center’s social media—and services. Audit revealed static graphics felt impersonal and failed to connect emotionally. The Center needed content that felt real, relatable, and inspiring to cut through the noise and encourage students to seek support. A brand awareness & mental health engagement campaign was needed.

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= +1,303% in accounts reached

(plus, faster sign-ups, too!)

MY APPROACH:

A Strategic Shift to Human Stories.

  • Moved towards student-focused visual storytelling (Reels, real event photos)

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  • Leveraged peer student educators as relatable brand ambassadors to build trust and connection through EGC.

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We tested content monthly, refined CTAs, and consistently used emotion-driven storytelling.

So what did I do?
 

  • Social media audit & strategy

  • Video & photo content production

  • A/B testing & monthly performance reporting

  • Implemented EGC through student peer educators

The Impact

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  • 232% increase in Instagram reach (5.6K → 18.6K in 4 months)

  • Event posts reached 7K accounts, up 1,303% from previous 499

  • 6.4K+ Reel views with 73.5% from new audiences

  • Peer content achieved highest engagement all semester

Bonus: strategy was adopted by entire marketing team!

Ready to make your social media content actually connect?

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