Millennial Media Opps: UNC Charlotte launches new campaign

UNC Charlotte recently launched "Fearlessly Shaping What's Next," in which it promotes the in-person classes that just finished their first post-COVID semester. Created by agency Fuseideas, this ad features a new, internally designed logo. It reportedly rolled out across all channels.

Jennifer Matz, the University's content and brand execution, mentioned that the goal for this campaign is to attract a a notably large amount of potential new students since people are more eager than ever to make up for time they may have lost due to the global pandemic.

According to iSpot, UNC Charlotte has only spent around $988 on national TV in 2021; these ads targeted viewers of College Football. It spent around $2k in 2020 and around $6.8k in 2019.

So far this year, Pathmatics reports the University has allocated roughly $6k toward digital ads, already 6x the roughly $1k it allocated in all of 2020. In 2020, UNC Charlotte's approximate full-year spend ($1k) dropped sharply from that of $6.1k in 2019, which makes sense considering the pandemic. The University has earned ~443.7k digital impressions YTD via desktop display (66%), Twitter (28%) and mobile display (6%) ads. All of this year's desktop display ads have been placed site direct onto

Right now, UNC Charlotte seems to be primarily targeting millennials, so it will likely continue utilizing digital channels. Its TV ads particularly target male sports enthusiasts. Sellers should contact soon to secure last-minute ad dollars from this new campaign. 

Agency & martech readers - We are working hard to confirm whether or not the University is working with Fuseideas on a project-based or AOR basis, and we will let you know what we find. In the past, UNC Charlotte had worked with Tattoo Projects on creative. If it is a new AOR, other agencies are possible; however, for now, you'd likely benefit more from offering project-based assistance.