Ask
Humanize the Mizzou brand for a "social-first" generation that is hyper-skeptical of traditional institutional PR.
Human Truth
Prospective students don’t want to hear from a university, they want to hear from their peers. Authenticity carries more weight than overly-polished marketing content.
Strategy
Move Mizzou from a static institution to a living brand by bridging the gap between trends and campus life. We use high-speed social listening and unscripted storytelling to ensure the university is leading conversations between students, their families and alumni.
Role
Social Media Intern
Client
The University of Missouri (Mizzou)
Metrics
137K+ Instagram followers
1M+ TikTok likes
3.24M+ personal impressions
Cultural Integrations
We identify and adapt global cultural moments, like Spotify Wrapped or "Mean Girls Day" on October 3rd to keep the university brand relevant. We ensure Mizzou is part of the immediate social conversation rather than just reacting to it by integrating the cultural calendar.
The Human Mic
We turn the student body into our brand's primary messengers. From unfiltered motivation, song recommendations, to peer study tips, these unscripted "Man on the Street" interviews provide the raw authenticity that Gen Z prioritizes over any polished institutional PR.
University Collaborations
We've led intentional collaborations with fellow "Block M" universities, including Michigan and Marquette. We spark cross-campus engagement that expands Mizzou’s reach and builds national brand affinity by leveraging our shared visual identity.
Algorithm Alchemy
Social strategy is a race against the clock. We scout and execute high-velocity trends, from Wicked movie hype to sentimental, classic Fleetwood Mac songs to things that "just make sense." We translate digital subcultures into university-specific content that wins the algorithm and resonates with what our students value.
Building a Brand
We continue to transform Mizzou’s digital presence into a cultural landmark by staying rooted in the authentic student experience. This evolution proves that brand longevity requires the empathy to listen and the agility to remain a vital part of our community’s daily rhythm. Since starting with Mizzou Marketing & Communications in August 2024, my personal contributions have generated more than 3.24M+ impressions across 60+ videos.
In collaboration with:
Michaela Chittakhone (co-intern) and Jennifer Manning (supervisor).