Social Media
Case Study: ‘Career Fair Fit Check’ Social Video Collaboration With Undergraduate Students That Yielded Record Engagement
Columbia University — Center for Career Education (CCE)
Opportunity
Career counselors at the Center for Career Education (CCE) identified a trend during student appointments, in which they expressed anxiety about professional attire for in-person career fairs and the hybrid workplace.
Creative Execution & Strategy
I decided to produce a social video in the form of a fit check, which would highlight the range of appropriate professional attire and the diversity of Columbia’s student body, while promoting attendance at future in-person events and engagement on social.
I enlisted the help of our student ambassador, who I co-managed, to walk up to students and capture bites of video during the first Fall Undergraduate Career Fair since 2019. More than 30 students were willing to participate and shared their Instagram handles with us, eager to share with their friends.
What is a 'Fit Check'?
A "fit check" is a popular social video style that offers a quick review of someone’s outfit, often to solicit feedback from peers.
Results and Impact
As of November 2024, the reel had the highest # of plays and widest reach of the Center’s social video content to date at 8,900+ plays and a 7,000+ reach!
The use of a then-trending remix of Kate Bush’s “Running Up That Hill” also yielded cross-generational appeal.
Twenty Columbia University and Barnard College undergraduate students were featured in the video, including junior Evita Griskenas, an Olympic Rhythmic Gymnast who represented the United States in the 2024 Summer Olympics in Paris and the 2020 Summer Olympics in Tokyo.
Senior leadership decided to include the video in future career fair event descriptions and the career counseling team used it as a resource for students.