Jess and Kenley

Jess and Kenley after the white coat ceremony, taken by a PA student.

Jess & Kenley: The Dynamic Duo

This wholesome moment was captured as Jess, a dedicated PA student, donned her white coat as she progressed to her clinical year, while her loyal service dog, adorned in a specially tailored coat, stood proudly by her side, ready to support Jess throughout her academic journey.

Creative Process and Strategy

The initial plan was to promote the moment by creating a charming TikTok/Reels video, incorporating a popular TikTok sound to enhance its appeal. Additionally, we intended to follow up with Jess for an interview to craft a compelling news story for our website. However, overnight, we were pleasantly surprised to discover that the video had gone viral, catching the attention of Newsweek. They reached out to us to feature our story on their website. In response, we swiftly coordinated with Newsweek to showcase the dynamic duo on their platform.

Jess and Kenley featured on Newsweek.

SEU News Article

Newsweek Article

Jess and Kenley on TikTok

1.2M+ Views, 179k Likes

15% Engagement Increase

Jess and Kenley on Facebook

1.95M+ Plays, 98.4k Likes

5% Engagement Increase

Total Count:

5.3M+ Plays, 455.4k Likes

28.9% Engagement Increase

Jess and Kenley on Instagram

2.2M+ Plays, 178k Likes

8.9% Engagement Increase

Skills Used and Learned

News story writing

Social Media Analytics

Social Media Planning

Videography

Video Editing

Community Engagement

Results

The video's rapid virality overnight propelled the story onto Newsweek's platform. Within just two days, the duo amassed millions of fans, leaving an indelible mark on the University. In total, the video amassed 5.3M+ plays, and 455.4k likes, increasing social media engagement by 28.9%.

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