How Chase honored the Class of 2020 with a virtual commencement on Twitter
It’s no secret graduation ceremonies are so much more than students walking across the stage for a piece of paper. While the diploma is important, graduation gives students and their families the chance to celebrate years of hard work in one big, exciting moment. But this year, the pandemic had other plans.
With graduation ceremonies either canceled or postponed, many students all across the country had to get creative to highlight their academic achievements. That’s why Chase wanted to give students the tribute they deserved and help them celebrate the major cultural moment. Plus, connecting to a cultural moment like graduation is a great time to boost cultural relevance, a factor that, according to our research, accounts for 23% of a consumer’s purchasing decision.1
When @Chase jumped in to honor the Class of 2020, what started out as a single virtual graduation event eventually sparked a virtual graduation “walk” on Twitter. Here’s how @Chase encouraged students across the country to celebrate their big day.
To help give grads the send-off they deserve, @Chase created #ShowMeYourWalk, a two-part virtual graduation event to celebrate high school and college grads and graduates from historically Black colleges and universities. The event ran like an IRL graduation ceremony, complete with a commencement address and celebrity guests to celebrate the achievements of the nationwide Class of 2020.
Ahead of the commencement ceremony, @Chase used Tweets and Promoted Videos to build hype and anticipation around the event. Using a star-studded list of guest speakers, the brand encouraged students and their families to celebrate the Class of 2020 by sharing their graduation “walks” using the hashtag #ShowMeYourWalk.
2020 grads took to Twitter to show off their virtual walks, and were celebrated by their friends and family via tweets that shouted them out for holding their heads high and keeping up the hard work.
#ShowMeYourWalk: HBCU Edition featured new sets of celebrities and a day of high-profile speakers. This edition also leveraged in-feed Brand Reminders and Live Cards, which drove engagement to the Live Event Page.