We heard that Michigan Ross was ready for a new identity, so we started by listening to students. They were clamoring to make real, impactful change in the world. So we planted a flag with this campaign and let prospective students see that Michigan Ross is the place that creates the type of ethical, responsible leaders business (and maybe even the world) needs.
Michigan Ross School of Business
The behavior change here was throwing darts. Instead of blasting our new mantra video all over the web, we created specific ads for specific audiences on specific mediums. That push led the brand to some interesting places, like Twitch.
Our next target was Accounting professionals on LinkedIn. We invited them to do what people do there: Snoop around.
Michigan Ross is home to an Internet-famous Accounting professor. He helped us break into TikTok.
I started a peer group at work called the Council of Non-Elders. They deserve all of the credit for this one.