University of Oregon:
Duck Fridays Tradition
Case Study
PROBLEM
The University of Oregon aimed to create Duck Fridays, a new tradition to encourage students, faculty, alumni, and the local community to celebrate school pride by wearing Oregon gear every Friday. The challenge was to develop and implement a campaign that would foster widespread participation and a strong sense of community.
SOLUTION
As the Brand Manager, I led the strategic planning and execution of the Duck Fridays campaign. Key responsibilities and actions included:
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Strategic Ideation: Directed brainstorming sessions to develop engaging concepts like the Oregon Closet, where participants could exchange non-Oregon apparel for official gear, and orchestrated large-scale giveaways to drive excitement and participation.
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Creative Direction: Oversaw the creation and implementation of a dynamic influencer marketing strategy. Partnered with students to post photos and videos of themselves gearing up for Duck Fridays, creating buzz and maintaining momentum through social media engagement.
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Project Management: Managed cross-functional teams to ensure effective execution of the campaign. Coordinated project timelines, deliverables, and client communication, ensuring all aspects of the campaign were on schedule and aligned with the university’s goals.
Stakeholder Engagement: Developed and implemented a comprehensive communication strategy, including press releases and outreach efforts, to ensure broad awareness and engagement among students, faculty, and alumni.
RESULTS
Launched successfully in 2023, the Duck Fridays campaign established itself as a vibrant tradition at the University of Oregon. The campaign significantly boosted school spirit, community involvement, and social media engagement, creating a lasting impact on the university’s culture and fostering a deeper sense of connection among participants.
