A viral recruitment campaign to multiply membership by 10x for ECU student club
Before launching this video campaign and branding effort, ECU Rock Painting Club was a small club with around 10 students. Now, the club boasts over 97 active student members.
DATE
July 2021
LOCATION
Greenville, NC
CLIENT
ECU Rock Painting Club
CATEGORY
Creative Video
Why Rock Painting Club?
Following East Carolina University’s official welcoming of students back to campus after the COVID-19 pandemic, ECU student Logan Harrison asked if I could put together a recruitment video for his club for the upcoming academic year.
This club was the ECU Rock Painting Club, a brand-new club with a mission of bringing students together post-pandemic and giving them opportunities to make new friends and improve their mental health through therapeutic rock painting.
A couple of friends and I loved this idea– so, we jumped into Logan’s Dodge Durango and headed to Greenville with a plan to shoot this video and start a campaign for ECU RPC.
Building a fun and delightful brand for a community of university students
MAIN BRAND ELEMENT
A logomark derived from a crafty placement of googly eyes on a rock.
Every organization needs brand elements to be easily recognized and to make communications more formal and organized. For this student organization, I chose to highlight Rocky, a rock with googly eyes superglued to it.
Campaign Impact
The video made its debut on Instagram in July 2021 to thousands of immediate views and a significant amount of attention driven by the video alone.
Many new students, eager to have a normal college experience, came together for ECU Rock Painting Club’s first events of the semester.
After gaining a large amount of new members, the club now hosts large events with nearly a hundred attendees, has created a campus beautification initiative and receives funding for event supplies and marketing activities. The club has even received recognition from the Chancellor of East Carolina University.
