Texas A&M University
Fearless on Every Front
In 2015, Texas A&M University launched one of the most ambitious campaigns in the history of public higher education. The fundraising goal: an unprecedented $4 billion dollars. The goal was as fearless as the university itself. And so, fearlessness was precisely where we started – shifting the University’s perception from athletic powerhouse to academic research powerhouse. Our DC Metro Station Domination earned an audience with Aggies on the Hill, Capitol commuters, and key research funders. At SXSW’s Interactive Week, we helped showcase Texas A&M as a tier-one research institution and global change-maker with panel discussions and virtual reality experiences.
The launch, too, was fearless - a three-day campaign launch including a presidential press conference, a high-end donor event with entertainers Earth, Wind & Fire, and a record-setting card stunt at Kyle Field.
- Over 50M impressions, including 5M views from a 'viral' PSA that was widely shared on Aggie social networks
- Raised $3.6 billion of the $4 billion goal far before a Fall 2020 close