Varsity

Varsity is the annual showdown between Team Greenwich and another London university’s sports team competing in multiple fixtures to claim the Varsity trophy.

GSU’s primary objective was to design a social media campaign to promote Varsity and encourage students to support their peers. The main challenge was creating a ‘common thread’ across many sports to build excitement and attendance for Varsity fixtures among groups not usually involved, such as international and master’s students.

I crafted a compelling visual reel that shifted a musical theme to a sports focus. I used Chris Brown’s “Sensational” and matched its beats to high-impact Varsity action shots. I chose the song to provide a cohesive score, acting as a ‘common thread’ that unified various sports and athletes into a single, impactful campaign identity.

The successful synchronisation of the song and action shots effectively communicated the Varsity campaign’s message and significantly drove the high footfall Varsity 2024 experienced.

The reel performed well with almost 10,000 views. It achieved a 54% penetration rate among non-followers. This indicates high shareability and strong reach beyond the current audience at the time. The reel also established a solid base for future Varsity 2024 campaign reels. It used the same background score, paired with different beat-matched action shots. This approach was effective for building long-term student engagement.