THE PROBLEM
As an independent, student-run newspaper, we suffered low social-to-site click-through rates. We needed to convert passive social followers into active website readers and donors to secure our operational funding.
Emerald Media Group is the independent student-run media organization behind The Daily Emerald. The organization produces daily digital journalism, live sports coverage, investigative reporting, and multimedia storytelling that serves the University of Oregon campus and surrounding Eugene community.
THE STRATEGY
We target a clear campus tension: students ignore detached headline feeds but engage with peer perspectives. We trade traditional news sharing for community-driven video that humanizes our student-for-student identity.
THE CREATIVE
We produce vertical video series, launching "Man on the Street" interviews that tie campus opinions back to published articles and "Major Minute," a fast-paced campus game show that builds community trust.
THE OUTCOME
We generated 10 million views, nearly 5 million accounts reached, and over 266,000 engagements across 792 posts. This execution successfully accelerated traffic and grew our audience to over 12K followers from 9K in less than a year.