NYU Abu Dhabi's Visiting Students Program welcomes students from its New York and Shanghai campuses to experience the dynamic city of Abu Dhabi through its study away program. Reaching this specific student demographic requires a strong social media presence, showcasing both campus life and the city's unique offerings.

Our task was to develop a comprehensive social media strategy that would not only raise brand awareness for the program but also foster a sense of community among current visiting students. This project also included leading a training session for 14 student content creators, empowering them to produce engaging short-form videos that reflected the department's key messages and objectives.

The resulting strategy and training provided the department's leadership with a more cohesive communication approach, increased their content creation capacity and most importantly, drove a rise in applications semester over semester.