When launching Georgia Southern’s reimagined brand, we set out to accomplish two things with our internal audience. We wanted to excite them by showing ways in which this new brand could relate to them, and we wanted to generate a positive buzz among faculty, staff, students and alumni to make them feel like a part of the process. When selecting the items for the box, we aligned the products with each of the brand’s new pillars: that we are ready to power progress for all, to discover big ideas, to roll up our sleeves, and that we are a talent powerhouse. We scheduled deliveries of these boxes to various university community members where we surprised them with our mascot, a photography and film crew to document their excitement, which we then shared with the campus community. 

We knew these individuals would be excited to help us amplify the new brand messages, specifically on their social media channels. The deliveries and organic social media buzz around these items and boxes generated more than two dozen tags, direct messages, tweets and stories mentions, which resulted in hundreds of engagements from our ambassadors’ social media followers.