Sometimes the Simplest Ideas Take Flight

Several years ago during International Study Abroad Day, I had the opportunity to create something small that ended up having an outsized impact. What started as a quick creative idea — a simple Facebook and Instagram filter — unexpectedly gained significant traction, accumulating approximately 14,000 plays in just the first 48 hours.

Hey Miriam!!

A Happy Accident in Digital Engagement

The filter was straightforward — designed to celebrate international educational experiences and give students a fun way to share their study abroad aspirations or memories. I didn't anticipate the level of engagement it would generate. Within hours of launching, students from across the country were using it, sharing it, and tagging their friends.

The beauty of this experience was in its simplicity. We weren't sure exactly what to do with this unexpected wave of engagement — there wasn't a robust campaign strategy behind it or a clear conversion path. But the company logo reached thousands of young people, and for a brief moment, we created something that resonated with our target audience.

Serendipitous Digital Touchpoints

This experience reminds me of the virtual booth concept I explored during COVID. Both projects share a common thread: sometimes the most impactful digital touchpoints aren't the most elaborate or expensive ones. They're the ones that meet people where they are, with an experience that feels natural to their environment.

The virtual booth concept allowed people to bring a 3D experience into their homes when physical events weren't possible. Similarly, this filter brought a small celebratory moment into students' social media streams during a day that highlighted international education opportunities.

The Power of Digital Experimentation

What I've learned from both experiences is the value of digital experimentation. Not every idea needs to be thoroughly market-tested or planned with military precision. Sometimes, creating something quickly and putting it into the world can yield surprising results and valuable insights.

The filter's success reminded me that:

• Timing matters — launching on International Study Abroad Day created natural relevance
• Platform-native experiences tend to perform better than those that feel forced
• Young audiences respond well to content they can personalize and make their own
• Even without a clear conversion strategy, brand visibility has its own value

Looking Forward

As digital platforms continue to evolve, there will always be opportunities for these types of lightweight creative experiments. Whether it's AR filters today or whatever comes next in our ever-changing digital landscape, the principle remains the same: sometimes the best way to connect with an audience is through simple, fun experiences that they can make their own.

And occasionally, if you're lucky, 14,000 people might just join the party.