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Views on Twitter Alone
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Local News Interviews
Re-Branding & Local Awareness
Young Leaders Elementary School
VIDEO CAMPAIGN RESULTS
We partnered with NYC Public school 369 to re-brand its image in the local community by creating a music video with its 5th grade class and starting an organic social campaign .
Within 3 days of its release on Twitter, it had amassed over 100,000 views, been featured by Ellen Degeneres, Cardi B, and all of the local news channels.
Challenge
P.S. 369 in the South Bronx had been losing enrollment to a never-ending increase in neighboring charter schools–in part due to its low test scores. They needed a way to simultaneously empower the students to perform better, which quite often suffered due to performance anxiety, instead of actual knowledge of the material, while boosting the school’s reputation in the surrounding community.
Solution
We decided to create a music video out of a song the 5th grade team had created for a school pep rally, where they replaced the lyrics of Cardi B’s “Like it” with test taking strategies and words of empowerment–re-titling it “Passing this Test.”
We would then launch an organic social campaign by sharing it within the school’s social network and educators social groups, who would likely resonate with the material. This way, we could encourage community engagement, while attracting a wider audience– with the ultimate goal of reaching Bronx native, Cardi B for her to give a shutout to the school.
Process
We joined the 5th grade teachers to plan the shot list/narrative and film the video, which occurred in the span of one school afternoon– highlighting the different locations within in the school and the students, themselves.
Then we performed post production on the footage and created a strong rhythmic cut and stylistic grade.
With the video in the can, we began the sharing process.
Results
Fueled by educators from around NYC and excited families, the video caught fire on Twitter and quickly rocketed above 100,000 views. By leveraging hashtags and @ mentions from a wide sampling of people, we caught the attention of Ellen and Cardi B, who also were inspired by the students. The students received notice from Cardi B, while they were featured as the ‘Clip of the Day’ on Ellen’s online platform, ‘Ellen Tube.”
They were also featured by NYC local news outlets, giving the school wide local exposure and the students the extra confidence boost they needed to perform well.
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