From Content to Connection

The University of Nebraska at Kearney (UNK) set out to transform its social media presence—shifting from formal, one-way messaging to authentic, student-centered engagement. Partnering with Gigg, UNK aimed to amplify real voices, foster community connection, and modernize how it tells its story online.

Challenge

UNK's social media content was largely formal, informative, and institution-driven—resulting in low engagement from students and limited reach beyond its existing audience. The marketing team recognized that today's students don’t just consume content; they expect to participate in it. The challenge was to break through the noise of digital platforms by turning passive followers into active participants.

Goal

Create a new content strategy and engagement model that would: - Spark meaningful, two-way conversations on social - Reflect student voice and campus life in a genuine way - Elevate the brand through authentic, community-driven content - Lay the foundation for future, larger-scale digital campaigns UNK aimed to foster a more engaging and emotionally resonant digital presence—one that builds affinity, not just awareness.

Solution

UNK partnered with Gigg to launch comment-driven Instagram Reels competitions that sparked fun, student-led conversations. With support from Gigg’s social experts and proprietary software, the campaigns were easy to run, strategically timed, and powered by campus themed incentives. More than just engagement, the initiative helped build a culture of student voice and visibility.