The #BearGrads campaign celebrates graduation by encouraging graduates to share their thoughts about their achievements, photos of their big day and more on social media.
Content shared using #BearGrads was organized using and embedded on the commencement website. This commencement page included ceremony details, speaker information and links to Livestream.
Campaign elements
Promotion of commencement and the #BearGrads tag consisted of the following elements:
- Video featuring six graduates
- Email to spring 2014 graduates
- #BearGrads Tagboard
- News release
- Current student features
- Homepage photos
- Go Maroon tab
- Social media kit
- Facebook posts and cover photos
- Tweets and cover photos
- Instagram photos
- Scoreboard imagery
- Signage at commencement
- Signage at Graduation Celebration in the Bookstore
- Live streaming of the ceremonies
- Hashtag photo printing at the Bear
By the numbers
Hashtag usage
- 245 Instagram pictures (including 75 photos at the Bear)
- 763 tweets from April 21 to May 21
- Approximately 40 Facebook posts (publicly viewable)
Livestream
- Second ceremony: 1,308 views
- Third ceremony: 780 views
Website traffic
- 9,293 sessions started through tagged links
- More than 55,000 pageviews of the commencement website
- Top sources: homepage photos and the graduate email