#MYDUKEPATH

THE ANATOMY OF AN INSTAGRAM CONTEST

OVERVIEW Highlight the pathways at Duke because they guide and connect students and the university community to the campus and to each other.

GOAL• Collect 16 to 25 Instagram images through a contest.• Increase engagement.

AUDIENCEThe Duke community (students, faculty and staff, alumni, parents, and friends).

• More than 100 entries

• Number of followers on Instagram doubled from about 200 to 400 followers

• Partnered with Duke U, Duke Alumni Association, Working @ Duke, #PictureDuke Photo Club