A Glimpse Behind The Scenes
My Role
Account Strategy
Campaign Type
Sizzle Reel/Social Post
Platform
Instagram & Facebook
Key Metrics Reached
Reach
1.8k new accounts
Engagement
110 interactions (6.11% engagement rate)
Conversion
95 Instagram bio links clicked (5.28% CTR)
Growth
+319 new followers
Note: Metrics tracked over a 1-week launch
Pair flashy behind the scenes shots from a film set with their corresponding scene to increase engagement from prospective students interested in narrative media production.
Goal
There are a lot of misconceptions about what happens on a film set. Because of this, we took behind-the-scenes footage and turned it into a flashy sizzle reel, with footage from the actual scene they were working on intertwined. Showcasing not only how much fun you can have on set, but also showing how the hard work you put in can turn into a beautifully shot scene. Further positioning Sheffield as a place to have fun, master your craft, and create marketable products.
Strategy
Formulated the reel’s narrative framework to target prospective students, aligning the creative hook with key audience interests and career prospects.
Directed cross-platform deployment across Instagram and Facebook, optimizing posting cadences and platform-specific formatting for peak organic reach.
Monitored launch week analytics across the entire social funnel, evaluating reach, engagement rate, CTR conversions, and follower growth
Drove substantial traffic (95 links clicked) to Sheffield's landing page to book a tour