Case Study
Social Media Content Support
University of Alberta Student Life
Our expert understanding of and strategic approach to post-secondary communications helped us make a measurable increase in student engagement. Working with the U of A as their Social Media Agency of Record, we identified a need for a dedicated social media presence to better connect with current students. The University managed a number of scattered and inactive social media accounts aimed at current students at the U of A, it was difficult for students to know where to find reliable, relevant, and engaging information, leading to confusion and missed opportunities for meaningful connection.
The U of A partnered with Adverb to create a single, strategic social media presence focused on current students. The account, known as @UofAStudentLife on Instagram, consolidated a number of student-focused social media accounts into one central Instagram hub to better reach priority audiences and streamline content. Then, we developed and implemented a social media strategy that keeps students informed, engaged, and supported throughout their academic journey, all while helping them feel more connected to their campus community.
Our social media strategy and corresponding content had an immediate impact on the @UofAStudentLife Instagram account. From mid-August to the end of December 2024, the account saw over 416,300 organic impressions—a 373% increase year over year, far surpassing our target of a 70% boost. Total engagements skyrocketed to 12,356, marking a 164% increase, again exceeding our goal. The consolidated account also gained 1,577 new followers in this timeframe—a 1,543% increase—surpassing our original goal of 1,000.
The sharp rise in impressions boosted awareness of U of A services and key messages for current students. The strong engagement—through 10,039 likes, 1,379 shares, and 862 saves—demonstrates that the content genuinely resonated with our target audiences, helping build a more connected and informed student community.
Engaging with an ever-changing student audience requires constant iteration and adjustment. What works with students one year may be ineffective the next. Our transparent, collaborative and iterative approach to communications and marketing ensured that this account continued to grow in 2025. Year over year, impressions increased by a further 185%, engagements by 62%, shares by 98%, and video views by 49%. Our continued success showcases our commitment to staying on top of best practices, and our expert understanding of student engagement.
This ongoing project was recognized locally with an Award of Excellence for Social Media at the IABC Edmonton Capital Awards. Later, this project was recognized nationally with an Award of Excellence for social media at the IABC Canada Silver Leaf Awards. It is currently in consideration for an international IABC Gold Quill Award.
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