Social Media

#KnowYorCampus: a sustainable social media campaign for the University of York

This summer, Content Soup was commissioned again by the University of York, to help raise awareness of sustainability issues on campus through a six-week social media campaign.

The Environmental Sustainability Academy at York (ESAY) had established a new initiative called York Living Labs, a project dedicated to raising awareness of key sustainability areas on campus, such as biodiversity, food and travel. Its overall aim is to motivate and empower everyone on campus to drive changes towards sustainability.

The first pilot project under the Living Labs umbrella was around biodiversity on campus. Content Soup was hired to help launch the project on social media, encouraging students and staff to be more mindful of the natural environment around them.

Ingredients

– Social media strategy and content planning.

– Content creation.

– Reporting.

Recipe

As part of the project, five student interns were trained in biodiversity surveying, conducting a ecological baseline assessment of the campus grounds so they could map the university’s ecological habitats and quantify Biodiversity Net Gain metrics for the quality of biodiversity across campus.

Content Soup helped turn those findings and results into a meaningful social media campaign, #KnowYorCampus, that would engage followers and raise awareness of biodiversity on campus at York. This highly successful campaign involved sharing photos, videos and information on campus biodiversity on social media, with content ranging from the most Instagrammable spots on campus, to cute and beautiful videos of different animal species and the range of flowers and fauna that can be found on the university grounds.

The social media campaign ran for six weeks, and included posts on Twitter, LinkedIn, Instagram and Facebook.

Finished Dish

– Over a quarter of a million people saw the campaign posts

– 25 posts across two-month period

РEngagement rate of 5.3%, compared to 4.1% on posts across the university’s social media platforms in the same period

– Over 15,000 post engagements

– More than 5,000 post link clicks

– 45,000+ video views.

"Thanks again for your help in making this campaign such a huge success!"