Make Your Holidays Sweet
The 2020 holiday season came on the heels of a challenging fall semester overshadowed by an election and the coronavirus. The Westminster community was fatigued and couldn’t join together in our usual traditions. The college’s usual holiday card and social media content wasn’t going to cut it. To infuse some joy into the Westminster community, the Office of Marketing and Communication created an interactive campaign: a Converse Gingerbread Contest. Converse Hall is Westminster’s most iconic and beloved place on campus. It is much more than bricks and a bell tower: it embodies and is a symbol of the Westminster experience for every student, alumni, professor, and staff member.
The campaign included a stunning gingerbread of Converse created by a local pastry chef, a high-quality holiday card, a keep-sake worthy, vintage-inspired recipe card, and a virtual alumni bake-off event all culminating in a social media contest. The purpose wasn’t to have the perfect Converse (though we certainly got one) but to revel together in the memories and emotions that Converse evokes. The ultimate objective was to increase engagement on social media and curate a collection of gingerbread Converses that reflected the many experiences and traditions of Westminster. We successfully engaged our campus community and their families in making the holidays sweet.
In addition to sending a holiday card that was unique from what we traditionally send,
the main goal of the Westminster Converse gingerbread campaign was to engage community
members through social media and on our website. This was the first time we have done
a campaign like this, and we were pleased by the level of engagement we experienced
from our Westminster community.
Now, for some numbers.
Data for visits to the westminstercollege.edu/gingerbread page
Total Pageviews: 607
Unique Pageviews: 344
Average Time on Page: 2:04
Bounce Rate: 43.79%
Exit Rate: 49.4%
The social metrics provided include totals from Facebook, Instagram, Twitter and LinkedIn
Total Impressions: 47,045
Total Engagement: 2,886
Total Reactions: 2,507
Total Comments: 237
Total Shares: 84
Total Submissions: 16
Total Votes: 803
Comments and Messages
“Very lovely! Brings back snowcapped campus memories” —Diana Brailoiu
“This was so much fun to make. I am not American, and thus I had never done this before and it was sooooo much fun.” —Douglas Fajardo
“Love the story and creativity! It has so much detail and really shows how much you care!” —Jacey Kelly Douglas Fajardo
"I opened the card from campus and saw the cute Gingerbread Converse. Warmed my heart.
Perfect metaphor for our sweet, little campus." —Spencer Potter
“This is amazing. I love the light shining through, the colors, the textures, just beautiful” —Beth Dobkin