
Founded in 1884, Temple is a top-ranked research university and a leader in education, science, healthcare and the arts, located in Philadelphia, Pennsylvania. With a diverse community and a vibrant local culture, Temple is dedicated to providing students with endless opportunities and powerful connections to blaze new trailsâno matter the industry.

Temple University aimed to increase national awareness and drive excitement for its 2015 admissions applications amongst young millennials.

"We were surprised that the same amount of readers came from California as Pennsylvania! We find this particularly interesting, as LA is a demographic where we have a large alumni base and a focus for recruitment!" â Jamie Sapphire Stubbs, Advertising Manager, Temple University

BuzzFeed and Temple partnered to create six pieces of branded content using the right voice and tone to connect with Templeâs young millennial audience. Posts like âCan you Pass A Standardized Test About Life In 2015?â, â10 Senior Year Moments We Remember All Too Wellâ and â16 Struggles Anyone Who Took Midterms Know Too Well,â aimed to connect with young readers at crucial life stages using nostalgic, identity-themed posts to build awareness for Temple Universityâs offerings. While the â13 Reasons To Live In Philly At Least Once In Your Lifeâ post aimed to highlight the benefits of Philadelphiaâs diverse urban location while connecting with the local community.


Temple Branded Posts Beat BFâs Benchmarks And Earned Free Views!
The branded posts collected over 796K total views and resulted in a 1.3X Social Liftâexceeding the 1.2X BF goal! BuzzFeed refers to Social Lift as the additional views earned from social sharing. In this case, for every ten paid views, Temple received three free views via social sharing!
BuzzFeed Delivered The Right Content To Templeâs Target Audience.
The branded content was distributed both on and off-site, targeting a custom BuzzFeed audience. As a result, the content was 4x more likely to reach readers A18-24 and 2x more likely to reach readers who are interested in education and employment. *Source: Quantcast
And Drove Social Conversations!
The branded posts garnered over 66.5K total Facebook engagements (likes and comments) and generated organic conversation across the social webâproving that the branded posts resonated with readers. Temple was also able to use click-out patterns as direction for future content that aligns with readerâs interests!


High Engagement Amplified Templeâs Content Reach.
Readers connected with and shared the branded content with their circle of friends and familyâextending the contentâs reach beyond the intended target audience! BuzzFeed also found that 89% of the campaignâs total traffic came from outside of Pennsylvaniaâaligning with Templeâs objective of generating awareness on a national level while still connecting with the local Philadelphia audience.
Temple Further Distributed Branded Content Across Its Own Channels.
Temple incorporated the BuzzFeed content within its weekly student newsletter, Nutshell. Three newsletters featured BuzzFeed posts and were each distributed to Templeâs 37K students!

BuzzFeed Drove 600+ New Students To Register For Temple's Online Application System.
BuzzFeed worked closely with Templeâs media agency to better understand how the branded content impacted the users exposed to it. After monitoring the digital activity of those exposed, we found that over 600 readers registered as new users to begin Temple's undergraduate online application process.

By partnering with BuzzFeed for its Fall 2015 program, Temple University drove awareness and excitement for its admissions applications amongst its young millennial target audience. With 796K total views and 66K Facebook engagements, the branded content proved to have resonated with readers. Furthermore, with 89% of the campaignâs total traffic coming from outside of Pennsylvania, Temple successfully generated brand awareness on a national levelâexceeding all campaign goals!
"Partnering with BuzzFeed we learned that sponsored content is extremely valuableâthe amount of growth it provides us in other channels is unheard of. It also has a âcoolâ factor. Everywhere we went there was buzz about the campaign and our team and campus partners found it very cool." â Jamie Sapphire Stubbs, Advertising Manager, Temple University