Case Study

Columbia SPS

Columbia University School of Professional Studies (SPS) tapped us to launch their TikTok account, build an accompanying strategy, and drive support for their Pre-College program among a younger audience.

A group of women, two wearing hijabs, sit and chat on Columbia's campus.

The Challenge

Our goal was to help a storied university succeed on a new-to-them social media platform, highlight all that the Pre-College programs have to offer, and set the stage for future success. 

What We Did

  • Digital Strategy
  • Social Strategy

The Solution

Our social media experts, creative team, and strategists came together to develop everything Columbia SPS would need to position their account for success. We developed creative direction, defined Columbia SPS’ tone of voice, established core messaging pillars, and compiled original concepts into content calendars. Our Community Management Guide included best practices, content specs, and evergreen, platform-specific content recommendations.

We positioned the new account through account naming, profile image recommendations, a bio description, and setting up connected accounts for increased engagement. We also launched with four videos ready to go, which we released over the initial four week period.

The Impact

Columbia SPS’s TikTok account launched March 2023 and showed immediate engagement success. Since launch, we’ve onboarded student ambassadors to be on-campus content creators with what they need to develop engaging, on-brand TikTok content. We’re happy to say the Columbia SPS TikTok account is up and running and on track for future success.


increase in time spent on the Student page


increase in new users