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Minnesota State University Moorhead

Unfollow

The Story

In modern marketing, if you don’t exist on social media, you don’t exist at all. At the same time, building a brand means more than chasing likes and follows. And at Epicosity, we understand that being bold means doing what others can’t or won’t do.

It’s against this backdrop that Minnesota State University Moorhead came to us expressing an eagerness to stand out in its most important market: an area packed with competitive institutions in both other Minnesota public universities, a prestigious private college literally down the street, and a regional juggernaut just across the river in North Dakota.

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The  Work

With insights gleaned from thorough research and a powerful collaboration with the MSUM team, we built a brand archetype for the university that mapped a straight line to a breakthrough creative strategy — a daring generational call to action: Unfollow. 

The combination of our Intelligence Engine and creative practices, along support from our ambitious client, led to a new brand position and creative work that walks the strategic talk.

The Unfollow campaign became an instant hit with MSUM students, faculty, and leadership. We didn’t simply break from the approach so many other institutions take—we deliberately ventured in the opposite direction, with messaging that resonates with the type of free thinkers MSUM aspires to attract.

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The Results

Supported by a completely new brand voice and tone for MSUM, along with a targeted, multichannel digital media plan, this bold campaign produced:

  • More than 4,700 application views in 2022.
  • A 12.81 percent year-over-year increase in application views.
  • A 134 percent increase in total traffic to the MSUM admissions page.
 

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