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Apr 21, 2026
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100%increase in engagement
524%increase in reach
116%growth in followers
The Brief
Class is now in session.
SMU's College of Integrative Studies isn't your average undergrad programme. Think: students who choose not to choose — and make a degree out of it. CIS came to us needing their social presence to actually reflect how genuinely cool that is.
Low engagement, repetitive content, and a stagnant strategy had the feed feeling a little… textbook. We were brought in to change that.
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Strategy
A framework built around the audience, not the institution.
After a deep-dive social audit, we scrapped what wasn't working and built a proprietary content framework from scratch — designed to meet prospective students and their parents where they actually are. Four distinct dimensions. Each with a clear job to do.
Strategic clarityEvery post had a purpose — no filler, no fluff. Each piece of content was mapped to a specific audience goal.
Consistent narrativeWe made sure the brand story stayed coherent across formats — even when the tone shifted from informative to entertaining.
Audience-first thinkingContent was built around what the audience wanted to see — not just what the institution wanted to say.
Performance-led iterationWe tracked what moved the needle and doubled down — continuously optimising based on real engagement data.
Execution
Three formats. One very consistent vibe.
Not everything deserves a reel. We matched content to format — so the heavy stuff got carousels, the personality-driven stuff got interviews, and the high-energy moments got the full video treatment.
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Within three months, we had a 524% increase in reach. Turns out, when the content is actually good — people actually watch it.
— Superminted, after seeing the numbers roll in
The Full Picture
End-to-end. Every step.
From strategy to post-delivery management, Superminted handled the full content lifecycle — no handoffs, no gaps, no finger-pointing between agencies. One team with one goal.
01Social AuditDeep dive into existing content performance to identify what to scrap and what to build on.
02Content StrategyA proprietary framework across four dimensions, built around the audience's real behaviour.
03ProductionFull ideation, scripting, filming, and editing — handled in-house by the Superminted team.
04Community ManagementOngoing posting, engagement, and performance reviews keeping the feed alive between shoots.
05Performance ReportingRegular deep-dives into what's working, what isn't, and where we go next.
06IterationNo set-and-forget. We continuously evolved the strategy based on real data and emerging trends.
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Ready to stop
blending in? Let's Talk →
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