September 2022 was U of T’s biggest back to school year ever. The largest cohort of students, staff and faculty returned after the pandemic, including thousands of 2nd and 3rd year students accessing our three campuses for the very first time. Guidance and orientation were part of the overall “UTogether” strategy to welcome our audiences back to campus. With this goal in mind, U of T’s social media team developed a video campaign to introduce our community to places, spaces and services that could be found at U of T’s three campuses. The #UTogether campaign involved integrated map links, web content and a scavenger hunt to tie in the content from our videos produced and hosted by work study students.

In this session, attendees will learn:

• How U of T ideated, created, and measured the success of our #UTogether videos on Instagram Reels and TikTok
• How we adapted our strategy to include other existing platforms to increase the reach of the videos
• What collaborations took place to ensure a seamless transition from video to map to website content
• A look into our engagement and community outreach strategy with the campaign beyond our social media posts