The Road to the CFP
Objective:
Drive engagement and community excitement around the Canes' appearance in the College Football Playoffs by celebrating the football team’s achievements while centering the fan and alumni experience and reinforcing broader pride in the University’s impact and opportunities.
Platforms:
Instagram, TikTok, YouTube Shorts, LinkedIn, Twitter, and Facebook
Role:
Collaborated in the development and execution of content strategy, including real-time coverage and editing as well as community management on Instagram and TikTok.
Highlights:
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Developed platform-native content that contributed to a measurable spike in engagement, following, and views before, during, and after game-day and playoff-related moments.
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Content I shot and edited sustained increases in video views and interactions across Instagram and TikTok during peak competition windows.
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Content strategy proved successful in helping to elevate audience participation through comment activity, shares, and community interaction tied to each game.
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Supported real-time content execution that aligned athletic milestones with broader University storytelling and institutional pride.
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KPIs to note:
63K+
net new followers
(+404% vs. prior period)
32M+
impressions
2M+
engagements
13.3M+
video views
8.9%
average engagement
rate (per reach)
Paid-Equivalent Media Value:
~$880K – $1.2M
Content:
