Marketing Campaign: Hi, How Are You Day

In late 2018, American Campus Communities teamed up with the Hi, How Are You Project -- an Austin based non-profit organization dedicated to increasing awareness, encouraging education and ending the stigma surrounding mental health. The organization is championed by the late Daniel Johnston, an iconic musician and songwriter known for his courage and openness in his battle for mental wellness.

In January 2020, ACC sponsored the Hi, How Are You Day concert, and it was my responsibility to create social content for both our corporate social media platforms and for all of our 200+ property social media accounts to market the event.

I worked with the Hi, How Are You Project team to create content and giveaways that would resonate with our large student audience. I wrote messaging to build hype around the concert lineup and Daniel Johnston music, I spearheaded a giveaway of custom Hi, How Are You Vans and hosted countdowns as we neared the event date. I also oversaw live coverage of the concert on the American Campus Instagram, giving our audience a behind-the-scenes view before, during and after the event, which was held at ACL Live at the Moody Theater.

The campaign published more than 880 social posts, gained more than 10,600 total engagements and the Instagram content alone earned 258,000 total impressions. The event was a major success for the ACC-HHAY Project partnership, and will continue to be an annual partnered event in years to come.