Instead of talking about the University again on its campaigns, we decided to talk about our students - they are fighters. We saw that we had almost 1 million alumni - the ones who could defend their school and their diploma. So we build an army with hundreds of them, inviting every single one to defend themselves (and the brand) from the attacks we had on social media.

200 stories: 200 data points. Our opportunity to halt the stream of ignorance would be fueled by 200 videos. These stories would be shared over two days with our 200K Twitter followers, 1.8 million Facebook followers, and the millions of users on YouTube.

After our alumni shared their positive video, University of Phoenix shared as well, to a combined network of over one million people. The conversation immediately changed from attacks to compliments. Brand perception changed from negative to positive by 40%.