Among the stories explored by the team was one that highlighted the success of Ohio Stadium’s Zero Waste Initiative, a sustainability effort that’s been among the most successful in college athletics. The story is a creative example of how the university is pursuing its sustainability goals and its message was appealing for multiple institutional audiences. To capitalize on the messaging opportunity, the OMC storytelling and channel teams collaborated on an approach that ensured the message received maximum reach.
A version of the story was featured on the Ohio State Impact website, but more channel-specific versions were created to ensure increased engagement. The social style video reached almost 150,000 people on Instagram, Facebook and TikTok, and we had nearly 20,000 views of the Google Web Story, a web-based version of the popular Story format, allowing Ohio State to acquire additional views from organic search.
The channel-specific approach taken with the Zero Waste story is a recent example of how the team has pursued channel-specific content approaches to improve our ability to have audiences consume our content. The ability to vary tone, content format and approach to meet audiences where they are increases our ability to produce successful storytelling that is broadly resonant.
