The Summary
Higher education is a crowded and often skeptical space online. Purdue Global — Purdue University’s online university for working adults — needed to break through the noise and establish itself as the trusted, flexible choice for non-traditional students. At the same time, the brand sought to elevate CMO Kelly Hiller’s visibility as a thought leader redefining what modern higher education marketing could look like.
The Strategy
Creator-Led Higher Ed Partnerships
Rather than relying on conventional advertising, we identified a first-mover opportunity: partnering with creators whose audiences included career-changers, working parents, and ambitious adults actively searching for flexible education solutions. Each partnership was built on authentic alignment — not just reach.
Cross-Platform Influence
We built a presence spanning Instagram, TikTok, YouTube, and LinkedIn — meeting prospective students wherever they were in their decision-making journey, from early inspiration to active consideration.
Executive Thought Leadership
Beyond brand awareness, we wove in a parallel strategy to elevate CMO Kelly Hiller as a forward-thinking marketing leader — earning her a New Era of Leadership Award and a Campaign US Inspiring Women honor.
The Execution
Our team developed a multi-platform content strategy that spoke directly to the modern adult learner:
Influencer Partnerships: Identified and partnered with creators across career, lifestyle, and education verticals whose audiences authentically aligned with Purdue Global’s prospective student base
Platform-Native Content: Developed snackable, story-driven content tailored to each platform — from short-form TikTok and Instagram Reels to long-form YouTube and professional LinkedIn posts
CMO Visibility Campaign: Secured editorial features and award nominations that positioned Kelly Hiller as a pioneer in creator-led higher education marketing
Community Engagement: Encouraged creators to share personal narratives around education, career growth, and flexibility — making Purdue Global feel relevant and relatable rather than institutional
Bragging Rights
Led a cross-platform influencer strategy that positioned Purdue Global as a first mover in creator-led higher education partnerships — driving 13.7M total impressions, 4.3M video views, and 40.3K link clicks. The campaign also drove meaningful C-suite visibility for CMO Kelly Hiller, earning her a New Era of Leadership Award and a Campaign US Inspiring Women honor.