UCLA + BUZZFEED CASE STUDY SEPTEMBER 2014 During the summer of 2014, UCLA used BuzzFeed’s platform to create lists focused on the wealth of history, emotional connection and pride people have for UCLA. The results generated some of UCLA’s highest engagement ever on social media by building affinity and excitement for the University, while connecting with audiences and increasing social sharing.

OBJECTIVE Build affinity and increase engagement across UCLA’s social media channels with key target audiences (prospective students, current students, alumni, donors and fans). STRATEGY & TACTICS

• Utilize BuzzFeed’s platform and brand to generate excitement and viral traffic • Create lists that are emotional, easy to understand and sharable • Create content that taps into nostalgia and pride of prospective students, current

students, alumni, donors and fans • Leverage Facebook and Twitter to promote and encourage social sharing

LISTS

• 10 Signs You Are A UCLA Bruin (June 23, 2014) http://www.buzzfeed.com/ucla/10-signs-you-are-a-ucla-bruin-sw50

• 9 Reasons Why You Should Attend UCLA (July 7, 2014) http://www.buzzfeed.com/ucla/9-reasons-why-you-should-attend-ucla-sw50

• 8 Coolest Classes To Take At UCLA (July 21, 2014) http://www.buzzfeed.com/ucla/the-8-coolest-classes-to-take-at-ucla-sw50

• 10 Best Places To Eat On Campus At UCLA (August 18, 2014) http://www.buzzfeed.com/ucla/10-best-places-to-eat-on-campus-at-ucla-sw50

RESULTS

• 282,000+ Views on BuzzFeed.com • All 4 Lists Trended on “Fre.sh on BuzzFeed” • 417,024 People Reached on Facebook • 8,338 Likes, Comments and Shares on Facebook • 55,127 Impressions on Twitter • 497 Likes, Favorites and Replies on Twitter

Contact: Mike Takahashi (mike@takadesigns.com)