UMiami's Centennial - #UMiami100
Objective:
Celebrate the University of Miami’s Centennial by amplifying its 100-year legacy through platform-native storytelling that sparked local and national community participation, elevated institutional pride, and generated measurable visibility and engagement across alumni, students, and overall university supporters.
Platforms:
Instagram, TikTok, YouTube Shorts, LinkedIn, Twitter, and Facebook
Role:
Collaborated in the development and execution of a year-long Centennial content strategy, contributing to concepts, short-form video/graphic/photography creation and editing, real-time execution, and community management across Instagram and TikTok throughout the centennial's time frame.
Highlights:
-
Produced Centennial social content with a clear platform strategy, tailoring visual formats, pacing, and tone to maximize discovery, shareability, and relevance across each channel.
-
Shot, edited, and published short-form video content that generated nearly 2 million views, using performance insights to guide creative direction and optimize storytelling formats around archival and milestone moments.
-
Activated community participation around #UMiami100 by designing content that intentionally prompted conversation, sharing, and saving.
-
Built a cohesive Centennial narrative by sequencing content around key moments and cultural touchpoints, adjusting creative execution as performance data and audience response evolved throughout the campaign.
-
KPIs to note:
3.4M
impressions generated
by #UMiami100 posts
178K+
engagements
2M
video views
+31%
increase of engagement rate per impression (YoY)
5.2%
engagement rate
per impression
Paid-Equivalent Media Value:
~$25K–$60K
Content:
