New York University wanted to generate awareness for their innovative new facility within Brooklyn’s MetroTech Center. The building features 500,000 square feet of space for science, technology, and engineering programs, and spotlights NYU’s unique ability to blend their world-renowned art and creative pedigree (Washington Square Campus) with a new cutting-edge technology center. Secondary goals included:

  • Build interest among students, faculty and alumni
  • Continue attracting the brightest students and high achieving faculty
  • Emphasize NYU’s commitment to the local community by highlighting its investment, expansion and presence in Brooklyn’s Tech Triangle


Our strategy called for out-of-home and digital media in Manhattan and Brooklyn. NYU had its own OOH assets for this initiative, so we were able to focus on digital tactics for precision targeting and capitalize on value-added opportunities with trusted media partners:

  • NYU-owned and earned media was promoted using content amplification tools to drive traffic to the new “NYU in Brooklyn” website
  • SEM supported awareness initiatives and created an easy path for searchers using specific search queries
  • Video assets were amplified on YouTube and other social activations, garnering thousands of new unique and completed views
  • We partnered with publishers for content and social media buzz
      • In the tech space, they produced original endemic branded content
      • In Brooklyn, publishers geo-targeted stakeholders and prospects

We deployed multiple waves of tactics and creative to maximize our investment, align with earned media, and generate/build/sustain awareness from Spring 2017 to the anticipated campus grand opening to students in the fall of 2018.


Wave One exceeded expectations:

  • 8.8 million impressions served through search, social,
    video, content amplification, and local digital campaigns, over
  • 280,000+ video views at an average View-Through-Rate of 6.5%
  • Over 15k new site visits within two months of the launch

Wave Two built on Wave One’s success:

  • +142% additional increase in organic site traffic
  • Average VTR for video campaign rose from 6.5% to 17%
  • CTR more than doubled from Wave One, while CPC improved by 25%