Greenwich Students' Union
The video featured in this case study was produced during my time at Greenwich Students’ Union (GSU). All rights to the content remain with GSU. It is shared here solely to document my contribution to the project.
The annual Activity Awards, organised by GSU, celebrate achievements, big or small, of all the University of Greenwich’s societies, sports clubs, and student volunteers from across different backgrounds, and serve as a well-rounded celebration of the academic year for the community to come together and have fun. GSU’s main goal was to drive ticket sales and ensure that even non-nominees did not feel left out.
In 2024, the “Glambot” trend, popularised by Canadian director Cole Walliser of E! Entertainment, used high-speed, slow-motion robotic cameras to transform red-carpet coverage with striking ‘face card’ moments, dramatic hair flips, and cinematic twirls. Recognising the viral appeal, I set out to bring that Hollywood glamour to GSU’s mission.
The project faced a strategic balancing act. Viral trends can bring high views but might not help achieve specific KPIs. The challenge was to turn Glambot’s cinematic appeal into a marketing tool that boosted attendance.
Following the 2024 DIY Glambot-style videos, I produced a reel with a high-speed, slow-motion award ceremony vibe. The content highlighted the excitement of ‘getting ready’ and encouraged students to embrace a ‘red carpet’ feel before they arrived.
The reel featured both male and female students. They mirrored signature poses and styling tips seen in celebrity highlights from Ariana Grande and Ayo Edebiri. Focusing on intense, close-up “face card” moments and dynamic movement, the reel made people feel as if GSU turned a campus event into a prestigious, must-attend gala.
The strategy succeeded. The reel received over 11,000 views and became one of the channel’s most loved posts. It broke through the campus bubble with a 27.4% penetration rate among non-followers. Most importantly, the reel sold out all event tickets. The demand was so high that GSU had to add extra seating, which also sold out. Tapping into trends can work if you stay within the brand’s boundaries.
