Johnson & Wales University
A New Recipe for Growth
Johnson & Wales, with four U.S. campuses, wanted to expand their brand beyond their culinary and hospitality reputation. The campaign theme, "Experience your future now", leveraged their key differentiator of experiential learning. Our strategy focused on engaging with both students and parents with disruptive media that could be tested and optimized in real time: digital site takeovers, customized Emojis, video brand expression, social amplification and customized streaming playlists. Plus on-campus student influencer content on YouTube, Instagram and SnapChat, and Parent Blogs.
Challenge
Expanding brand perception beyond culinary and hospitality to drive broader consideration across multiple campuses among students and parents.
Strategy
Activate the experiential learning promise—“Experience Your Future Now”—through a flexible, real-time optimized digital strategy that combined disruptive media, video, social amplification, and student- and parent-driven content.
increase
in Website Traffic
increase
in Applications
decrease
in Cost Per Inquiry
