I led a campus-wide storytelling campaign celebrating graduating seniors—researching diverse voices, conducting interviews, producing a multi-location photoshoot, and publishing a blog + social series that became a high-engagement grad-season hit.
LOVE LETTERS captured what UC Berkeley meant to seniors—moments, mentors, favorite spots, and futures—then translated those narratives into editorial blogs and snackable social anecdotes. The goal: honor community, boost grad-season engagement, and spotlight Berkeley’s impact through lived stories.
Challenge
Graduation content is crowded; sentimental but samey.
Alumni + student audiences want authenticity, not slogans.
Needed campus-wide coordination (scheduling, permissions, visuals) under a tight timeline.
Peak–end rule: hero lines + final “looking ahead” beat to leave a warm afterglow.
Cognitive ease: repeatable card layouts, bold pull-quotes, short sentences for fast scrolling.
Results
Became a standout grad-season series by engagement quality (saves, shares, comments).
Drove sustained traffic from social to the blog hub and onward to related stories.
Increased organic contributions from students/chapters (UGC photos, DMs with memories).
Partner accounts amplified posts, extending reach beyond owned channels. (If you have specifics, drop them and I’ll slot them in: total features [#], blog views, IG reach, saves, shares, ER, top-performing post, partner reshares.)
What I Learned
Real voices + real places outperform generic “Congrats, Class of X” messaging.
A tight interview prompt set yields consistent yet personal stories at scale.
Designing the system (story → quote → image → alt text → CTA) is what makes heartfelt content repeatable—and measurable.
