Problem

Help educational offices engage Gen Z students.

Solution

• Analyze education industry communications

• Compare with research on Gen Z. Key finding: audience favors quick, authentic communication

• Emphasize brevity & authenticity

• Focus on video content without breaking the budget

• Work with partners to compile assets for 1-minute videos

• Include real student interviews

Result

• These videos accounted for 33% of all channel traffic in 2023

• Rose to 40% of all channel traffic in 2024

• Led to other partners requesting similar videos created