CASE Presents: Creative approaches to increase engagement-Recording

Video Transcription

Video Summary

This video features presentations by teams from the University of Limerick (UL) and the University of Warwick, sharing insights into their award-winning storytelling and video campaigns. UL emphasizes the power of authentic storytelling shaped by real students and staff, highlighting campaigns like "Stay Curious," "Home First," and their innovative Christmas videos. They use paid student social media officers to create relatable content that resonates deeply with varied audiences across channels like TikTok, YouTube, and LinkedIn, balancing high-production value with accessibility and authenticity. Student involvement from recruitment to content creation is a key element. Meanwhile, Warwick’s "Infinitely Curious" campaign focuses on research storytelling, addressing tensions between academic integrity and public engagement. Their distinctive organizing idea of curiosity, visualized through a collage metaphor, highlights the messy, interdisciplinary nature of research. The campaign utilizes long-form video and targeted media placements in premium and niche environments to generate meaningful engagement rather than just broad reach. Both universities stress the importance of aligning content with audience behaviors, embracing creativity, authenticity, and bravery in channel selection. The presentations conclude with reflections on challenges, sign-off processes, student compensation, and the success of their campaigns in driving engagement and changing perceptions while winning multiple awards.

Keywords

University of Limerick

University of Warwick

storytelling campaigns

student involvement

social media marketing

authentic content

research storytelling

curiosity campaign

video engagement