IBTC asked Infestation to come up with a short-term social media campaign to mark their ninth birthday. Together, we decided to anchor the campaign on the idea of progress and growth – looking at how far IBTC, its students and the industry have come. To achieve this, the campaign comprised two key elements: a birthday competition and throwback Thursday posts.
The competition asked students to answer the question, “We’re all trying to be better for someone else. Who are you trying to be better for and why?” to stand a chance of winning tickets for themselves and their hero to a highly anticipated industry gala. The competition was successful as it gave students the opportunity to share their growth with others, which in turn, motivated others to do the same.
Also tying into the idea of progress, the throwback posts consisted of a series of illustrations of out-dated technology like fax machines and old cell phones, computers and calculators used in the financial sector, with humorous captions speaking to their limited capabilities. Published weekly, these were targeted to not only IBTC’s students – but also members of the financial industry. These were well received by the audience, as the illustrations were eye-catching and the content amusing yet relatable.
Additional elements included corresponding cover photos, behind-the-scenes content and the hashtag #ibtc9 which was used to tie the campaign together.