London Business School - Social media

The pitch brief was to create a strategic social media campaign utilising all of LBS’s current activity to give a stronger, more cohesive voice in the marketplace. The idea had to position LBS as the business school of choice over Harvard and Yale by engaging and rewarding distinct audiences: prospective students, students, the alumni, the faculty and the corporate recruiters. LBS prides itself on producing independent world-class thinkers and future leaders, these people have opinions worth listening to.

We created #jointhedebate - a multi-layered platform that would allow our audience to showcase their thinking.

To launch the campaign we asked thought provoking or contentious questions to stimulate people to join or start a debate with a hash tag related to LBS – therefore creating LBS ownership.

We created an identity for #jointhedebate, and based it within the current LBS website.

facebook, Twitter and Instagram were the key channels for sharing opinions.

Within facebook we created an app where people could vote on various subject questions and then comment, or debate them.

Twitter is a natural soapbox, allowing for seamless integration.

Example of a twitter based graphic to re-inforce the debate.

Instagram allowed contributors to really show what was happening in their world, and start debates with pictures.

This campaign won the pitch and subsequent work.

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