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Xavier – Case Study

Case Study

Lifestyle Content ‘Makes a Splash’ for Aruba’s Top Medical School

The Client

Offering a high caliber of education at a cost that students can afford, Xavier University School of Medicine (XUSOM) is one of the top medical schools in the Caribbean.

The Challenge
Establishing a clear and vibrant social identity across XUSOM’s social media platforms, while simultaneously increasing reach and engagements.

The Strategy
Our approach was to leverage the power of video content (via Reels) and lifestyle-oriented posts which would provide an insider’s perspective into the vibrant and fulfilling lives of medical students at XUSOM. By gaining an understanding of the university’s target audience, we embraced current trends and curated captivating content that highlights authentic student experiences, academic accolades, unique opportunities, and the enriching campus life that sets XUSOM apart from other medical schools.

In line with our strategy to embrace current social media trends, we strategically utilized features specific to Reels – such as trending sounds and text overlays – for impactful messaging. Each Reel we created was tailored to optimize visibility and share-ability across each platform.

The Results

Since the launch of this new strategy less than a year ago, we have generated significant increases in the XUSOM’s number of followers, impressions, reach and engagement on Facebook and Instagram.


Increase in the Number of Instagram Followers


Increase in Instagram Engagements


Increase in Instagram Impressions


Increase in Video Views


Increase in Facebook Engagement Rate Per Impression


Increase in Facebook Engagements