content strategy case study: #eCornellStories
1
challenge
Post COVID-19, Cornell University’s online executive education unit, eCornell, faced an increasingly crowded marketplace. Its existing value proposition that students could #StudyAnywhere no longer felt relevant. How can the brand differentiate itself among competitors?
2
insight
Students are organically sharing UGC on social media where they highlight their Cornell-branded certificates. The value of Cornell’s name matters.
This re-shared UGC has the highest engagement rate out of all branded content. Leads are listening to student voices.
3
solution
Develop a multi-channel brand campaign, #eCornellStories, to capture and multiply the proven power of UGC.
the launch
email.
Single drop to all alumni, offering swag for stories
Re-drop in 30 days to openers who did not submit
social media.
30-day campaign across YouTube, LinkedIn, Instagram, TikTok, Twitter/X, Facebook
15x deliverables
update course design.
New course completion CTA, tapping into students’ sense of accomplishment immediately after wrapping studies
direct appeal.
Sales team reaches out directly to enrolled students
the implementation
social media.
Students share on their own profiles, tagging the brand and #eCornellStories. Brand reshares submissions.
90-DAY RESULT
189% increase in overall engagement
60,390 organic hashtag views
300+ unique hashtag uses
earned media.
Best stories are written up and published by the Cornell Chronicle.
90-DAY RESULT
Stories picked up by 10+ independent outlets.
77 years apart, son of early Black law grad seeks his own degree →
NASA engineer is Alabama’s first certified Black woman winemaker →
website.
Stories added to site design for all 300+ product pages.
email.
Stories integrated into all 18 product vertical nurtures for B2C. New B2B newsletter integrates stories into design.
RESULT
36.08% open rate on email drops,
11% above brand’s average
150+ submissions (videos, photos, quotes)
blog.
New landing page created to feature top stories, serving as a sales tool for B2B and B2C.
retargeting.
Stories integrated into ad campaigns on Facebook, LinkedIn, Instagram.
RESULT
38% increase in lead generation and 150% increase in enrollments compared to existing retargeting ad
0.82% CTR on Facebook, 9% above average of similar vertical campaigns
90-day impact
Email drove engagement.
36.08% open rate on email drops,
11% above brand’s average
150+ submissions (videos, photos, quotes)
Retargeting grew leads.
38% increase in lead generation and 150% increase in enrollments compared to existing retargeting ad
0.82% CTR on Facebook, 9% above average of similar vertical campaigns
Social KPIs were exceeded.
189% increase in overall engagement
60,390 organic hashtag views
300+ unique hashtag uses
Swag prolonged the conversation.
Once students received their swag, many posted it to their audience, tagging the brand.
Content snowballed.
Social engagement was extremely positive, prompting new students to share their own stories with and without the hashtag.
Teams repurposed content.
Sales used in lead info sessions. B2B used in client pitches. Product used in faculty pitches. Executive Director shared with University president and board.