This inspired the “Pursue Your Dreams Contest”, in which students were given an opportunity to win $10,000 for sharing their dreams via a short video submission.
NPD and Ascent collaborated to bring this concept to life in a one-month, multi-channel content marketing campaign with digital PR and community activation at the core. Channels leveraged included the website, social media, influencers, university and financial aid partnerships, community forum engagement, media outreach, and a press release.
NPD had to look beyond Ascent’s owned channels to expand campaign reach, making activating digital communities critical to success. NPD sourced TikTok influencers specializing in college tips and content to drive traffic to the contest page. The team engaged with Quora community posts inquiring about scholarships and how to pay for college. NPD also conducted outreach to university financial aid representatives to promote the contest in their financial aid and scholarship resources, which also helped establish new relationships between Ascent and Financial Aid reps.