We created a 32 episode documentary series featuring experts curated from the UC campuses, produced and distributed through an awareness campaign over the university’s social media channels and targeted media placements.
We included a diverse set of topics, from the search for new, habitable planets, to efforts to save endangered species, and how to improve literacy in the third world. We traveled to every corner of the state, from William Heise County Park outside of San Diego, to a natural oil leak off the Santa Barbara coast and into UC Riverside’s unprecedented sci-fi and fantasy archive. The broad cross-section of subject matter told an appropriately multi-faceted brand story and provided more opportunities for an online audience to discover the series.
Episode: The Universal Language Is In Our Minds
Take “The Universal Language Is In Our Minds”; this episode took to the streets of San Francisco to meet with Patrick Boudreault, a deaf professor of linguistics at UC Berkeley, who we profiled entirely in sign language.
Episode: Beer – A Beautiful, Artistic Symphony
Or discover “Beer: A Beautiful, Artistic Symphony” where we introduce Dr. Charlie Bamforth of UC Davis, “The Pope of Foam,” and an enzymologist, chemist, and Head of the Beer and Brewing Sciences program.
Episode: Reaching Out, Beyond Earth
And step into a virtual reality CAVE to meet Professor Dawn Sumner, a geologist on the Mars Rover Mission, analyzing the rocks and formations found on the Red Planet via her UC lab and JPL.
Our team developed and managed the social media promotion of the campaign, working with the marketing and communications teams at the system and the individual campuses. We target audiences with an affinity to a particular UC school and connected more broadly with Californians through pop-culture and niche channels. Key to the initiative was “inherently interesting” content that would educate and entertain our audience, wherever they found it.
For instance, we leveraged the video on our solar energy expert to earn him an op-ed on the Huffington Post, and seeded the Pope of Foam’s know-how on craft beer blogs and popular science websites. Each placement drove back to the Onward California website. The approach garnered widespread coverage and recognition for the campaign, and many of the individual episodes.