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UNCW Swim Team

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Success Story

Facing extinction

On May 15, 2013, a the University of North Carolina at Wilmington released a report recommending the removal of the Swimming and Diving teams from UNCW athletics. Hüify worked with key members of the team to assemble a campaign that would have a major influence on the Chancellor’s decision to keep funding the Swimming and Diving program.

9 MIL

total number of people reached through inbound marketing

15,000

signatures gathered in 5 days of raising awareness through inbound promotion

12,000

people who joined the cause within 3 days by becoming members of the Facebook group

Their Story

A lineage of excellence

On May 15, 2013, a the University of North Carolina at Wilmington released a report recommending the removal of the Swimming and Diving teams from UNCW athletics.


Their Goal

Preserving the program

The Men’s and Women’s Swimming and Diving teams had been effectively cut from the roster after the announcement was made. They would need the Chancellor to intervene and reinstate the teams.

Their Solution

Drumming up support

Within 48 hours of starting the “Save UNCW Swim and Dive” group on Facebook, 10,000 users had joined. People were pledging their support and using social media to share the cause. After 5 days of spreading awareness, there were over 14,000 signatures on the official petition that was presented to the Chancellor. Their efforts reached over 10 million people and were retweeted by celebrities such as Ryan Lochte, Lance Armstrong, and Audrina Partridge. Swim teams from over fifty universities, such as Princeton, UCLA, and Duke, publicly shared their support of the swim team on social media. On his visit to Wilmington during the height of the campaign, olympic gold medalist Michael Phelps met with some of the swimmers and shared his support.

Their Success

Saving the team

michael-phelps-UNCW-swim-case-study-picIn just five days of organic promotion, the plight of the UNCW Swimming and Diving team had reached the ears the most decorated olympian of all time. Thousands more had extended their support and communicated their commitment to the team. After witnessing the overwhelming outpour of support from the community, the UNCW Chancellor reinstated the Men’s and Women’s Swimming and Diving teams.

  • 12,000 supports joined the Facebook group

  • 21 celebrity twitter accounts who retweeted their support

  • 50+ universities publicly announced support

  • 15,000+ signatures on the petition

  • 117 total athletes saved from elimination

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