Lifestyle Campaign
OBJECTIVE: Leadoff Tippie social media's change to a consumer brand approach
The harsh reality for any higher-education institution is no one likes stock photos of professors and students shaking each other's hands. So, during the summer of 2021, the Tippie social media team re-examined our approach to Instagram - a platform designed to engage through visuals. We decided to take our page in a direction that would appeal to current/prospective students through the lens of a consumer brand instead of presenting ourselves as a higher-ed institution. The below shoots were our first step toward that brand identity. Being a business school, we stuck true to our essence of selling by showcasing our merch.
More work for Tippie College of Business here.
ASSOCIATE DEAN KEENE DUNKS
During the summer of 2021, we welcomed a new associate dean to our school, Wayne Charles Keene. Our social team was tasked with introducing him to the school via social media. This opportunity would be the students' first impression of him, so we had to ensure his brand was carefully curated by emphasizing his light-hearted personality.
In this instance, we Photoshopped Tippie-branded Nike Dunk Lows onto our new Associate Dean Keene. When we asked Keene about his working style, he said he is a student-first-focused administrator. We saw the opportunity to ride the hype of the Nike Dunks during the summer of 2021; who better to "wear" the Dunks than him when the Dunks were the most talked about shoe by students during the summer?
