Campaign Development

Under the ¡Si Hay! campaign, we told the story that at UNC, what you most need as a Latino student is here. Through a 500+ person market research process, we learned the biggest pain points, and created a full- funnel recruitment campaign featuring UGC, custom web landings, seasonal micro-campaigns and event promotion.

Tradition Meets Relevance

The visual style of the campaign leverages a rotulo style design that aligns well with the brand while still maintaining a cultural connection through expressive and dynamic typography. Social ads beat English asset benchmarks and cohesion was maintained through the creation of over 120 materials.

With a mobile first audience, we emphasized UGC content creation featuring Spanish-speaking staff, student interviews and digestible, contemporary motion graphic videos. With a stop-the-scroll rate of over 70%, videos quickly became the biggest trust builders and conversion drivers.

The Outcome

Enrollment and applications have increased by over 300% year over year with substantial gains made in both rural and urban communities. The campaign has been heralded by the university president as “beyond creative and centered around a diverse and important culture”. The campaign continues to thrive as enrollment blossoms.