#78 - University of Limerick’s Award-Winning Storytelling Campaign, and Student-Led TikTok Content Engine w/ Michelle Mc Mahon

Higher Ed Storytelling University

In this episode, we chat with Michelle McMahon, Digital Marketing Officer at the University of Limerick. Michelle brings a wealth of experience, including her time as a journalist, radio presenter, and head of social innovation at Fleischmann Hillard. At UL, Michelle oversees innovative projects like the student-led social media officer program and the award-winning Stay Curious campaign.

Michelle shares how her team creates impactful storytelling campaigns, integrates video-first strategies, and empowers students to lead content creation. From heartwarming Christmas videos to showcasing groundbreaking research, Michelle reveals how her small but agile team manages to stand out in higher ed marketing.

Key Takeaways:

• The Power of Storytelling: Leading with human-centered narratives is more impactful than focusing solely on course attributes. “Who cares, and why should they care?” is the guiding question for Michelle’s team.
• Video-First Strategy: UL adopts a cinematic approach for brand campaigns while leveraging lo-fi, student-led content for platforms like TikTok, ensuring authenticity and relatability.
• Collaborative Marketing Models: A small, centralized team with a decentralized structure can excel by fostering collaboration and respecting expertise across departments.
• Student-Led Content Creation: UL's innovative approach to empowering students on TikTok and Instagram leads to engaging, fun, and peer-to-peer content that resonates with younger audiences.
• The Magic of Christmas Campaigns: UL’s heartfelt holiday video proved that storytelling can boost internal morale and inspire pride while showcasing institutional values.
• Metrics That Matter: Reach and engagement drive UL’s brand awareness campaigns, with comments offering valuable insights into audience sentiment and resonance.

Featured Campaigns:

1. Stay Curious Postgraduate Campaign – A campaign featuring inspiring stories like Alison Sweeney’s journey from music teacher to senior music therapist.
2. Research Series – Showcasing UL researchers’ work under four pillars: smarter, inclusive, healthier, and sustainable societies.
3. Student-Led Social Media Content – Fun, authentic TikTok and Instagram videos created by UL’s student social media officers.
4. Christmas Video 2023 – A heartwarming story celebrating childhood dreams and UL’s role in making them a reality.

Resources mentioned:

• Alumna’s Alison Sweeney’s story of music therapy
• Student content creator program on TikTok
• Research storytelling video
• Christmas video
  
  

Connect with Michelle:

• LinkedIn: https://www.linkedin.com/in/michelle-mc-mahon-6893475/
• X (formerly Twitter): https://x.com/mcmahonmichelle

Connect with UL:

• Instagram: https://www.instagram.com/universityoflimerick/
• TikTok: https://www.tiktok.com/@universityoflimerick
  
  

Connect with Host John Azoni:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter