How McMaster University turned a lighthearted Instagram story into global brand recognition
When a McMaster University student and Team Canada athlete’s request for an assignment extension during the Winter Olympics went viral, McMaster University communications staff jumped on the opportunity for global brand recognition.
Within hours — on a weekend — our team mobilized across social, media relations, legal, and leadership to transform an organic moment into record-breaking social media engagement, international headlines and a heartwarming showcase of the student experience at McMaster.
This session will highlight how we identified, assessed, and acted on a viral moment involving Olympian Madeline Schizas — and how we balanced speed, risk, and strategy to amplify impact.
Maureen Lawlor
Social Media Lead, Department of Communications, Marketing and Public Affairs, McMaster University
Maureen Lawlor is a Social Media Lead for the Communications, Marketing and Public Affairs Department at McMaster University. A content strategist with a background in digital journalism and video editing, Maureen currently manages the university’s central social media channels, collaborating with campus partners to engage audiences ranging from prospective students to alumni and the broader community.
Chris Pickles
Manager Strategic Communications, Faculty of Social Sciences, McMaster University
Chris Pickles is Strategic Communications Manager for the Faculty of Social Sciences at McMaster University, where he shapes content, social media and narrative strategy. With a background in journalism spanning local and national outlets in Canada and the UK, he focuses on bringing clarity, credibility, and audience‑first thinking to higher education communications.