Carnegie Mellon University

Digital marketing campaign shows off "Work That Matters"

Research has shown that while people are familiar with the name Carnegie Mellon University, they don't always understand what makes CMU distinctive — especially its future-oriented, boundary-breaking research at the intersection of technology and humanity, work that takes on some of the most important societal challenges of our time.

In April 2017, CMU launched a new digital marketing campaign that used advanced audience segment targeting to identify relevant industry leaders, policy makers and higher education influencers, with a special focus on Washington D.C., Silicon Valley and New York City. Using digital banner ads, native advertisements and video in-feed and pre-roll buys, the campaign leads these influencers to the Work that Matters website that features examples of this distinctive approach to research: FarmViewSmart Cities and most recently, Behavioral Economics.   

Thanks to strong partnerships with CMU's schools and colleges, M&C developed compelling stories complete with videos, interviews and photos. In support of the paid marketing effort, M&C is pitching stories about these research projects to interested reporters and sharing the word through Facebook, Twitter, Instagram and LinkedIn. In the campaign's opening hours, more than 1,000 people clicked through to read more, and the detailed analytics generated by this three-month effort will inform future strategies to raise CMU's global visibility. 

Success by the numbers




completed video views


campaign website pageviews

*All numbers reflect both completed Digital Marketing Campaigns.
Learn more about the areas of expertise we used with this project:

Graphic Design Media Relations Photography Storytelling Video Web