#HowWeMetAtRU: A Rutgers Social Media Series Celebrating Connection
DESCRIPTION
#HowWeMetAtRU was a weekly social media storytelling series that ran from 2020 to 2023, highlighting how meaningful relationships begin at Rutgers University. The campaign featured students, alumni, faculty, and staff sharing personal stories about how they met close friends, romantic partners, or community members while at Rutgers.
INTENTION + PROBLEM SOLVED
I created this series in August 2020, during the early and isolating months of the COVID-19 pandemic. I had just started my role as a Digital Content Producer at Rutgers University, and found myself without access to the university's greatest asset — its people. One day, while reminiscing with a college friend, it felt comforting to recall what once felt normal. Meeting new people is hard enough under regular circumstances, let alone while navigating college life through a pandemic. That conversation sparked an idea: what if I extended that feeling to others by collecting and sharing stories about how people met at Rutgers?
“As an alumnus of this university, #HowWeMetAtRU became a personal love letter to the relationships I formed here and a way to celebrate how community continues to shape the Rutgers experience,
even during uncertain times.”
RESULTS
This campaign lived primarily on Instagram and LinkedIn, pairing authentic first-person captions with photo submissions. Over the course of the series, I produced 160 original posts, generating over 232,000 likes, 2,500 comments, and millions of impressions. On average, each post received 1,400+ likes and 15+ comments, making it one of the most consistently engaging Rutgers social media campaigns of its time.
This project was about more than content. It was about capturing the heart of what makes Rutgers special — the people you meet and the stories you carry forward.