Perplexity AI
Perplexity AI is an AI-native search engine transforming online discovery; we partnered with their marketing team for Comet and our Social Media and PR divisions to drive browser adoption among UT Austin students and the broader campus community.
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Overview
We identified a need to launch Perplexity’s AI browser, Comet, to UT Austin students, but faced challenges with broad, unoptimized outreach. We focused on combining high-volume digital reach with high-trust, face-to-face interactions to familiarize students with the brand and drive direct downloads.
Approach
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Dual-Engine Strategy: Deployed two specialized teams—Social Media for "Air Support" (reach) and Digital PR for "Ground Support" (trust).
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Social Media Tactics: Leveraged viral trends (e.g., "OU Sucks," "Search Like Lewis") and Instagram cross-posting to maximize visibility, while prioritizing "personable reels" that humanized the brand.
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PR Tactics: Shifted from broad flyering to targeted conversations by pre-qualifying students ("Do you use AI?") and presenting directly to AI-focused classes for higher credibility.
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Integrated Analytics: Tracked both digital clicks and physical engagements in a unified funnel to measure awareness through conversion.
Results
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Students Reached: 15,330+ (15,000 via Social, 330 via In-Person)
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Engagements: 385+ (Clicks, Scans & Conversations)
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Verified Leads: 30 (20 Social Referrals, 10 Direct PR Downloads)
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Social View Growth: 1,000x increase in views over the campaign duration, driven by strategic optimization and cross-platform features.