Project Name: Commencement Point-of-View Video
Campus Partner: Commencement Office
Capturing the excitement of Commencement firsthand can be elusive when relying on traditional media; that is why Public Affairs produced the Commencement point-of-view video. The video presented a montage of footage recorded by seniors as they celebrated their graduation. This created a narrative that reflected graduates’ perspectives and served as a focal point of the successful #WUSTL15 Commencement social media campaign.
Recruited seniors were provided with a shot list to guide their filming—which was done entirely on their cell phones—and then they delivered the footage to Public Affairs. Key to the video’s success was its quick turnaround. Editing was completed in a day so it could be posted on Facebook while the thrill of graduation was still fresh. Our strategy to include the university community in the video’s creation clearly paid off: It was shared 41 times, reached 122,000 people, and was viewed over 50,000 times on Facebook alone, becoming the most viewed WashU promotional video at the time.