Harvard Business School
Setting a new standard for alumni relations
To increase alumni engagement, Harvard Business School needed a tool that would encourage post-grads to be active with the various programs, tools, services, and opportunities available to them through the HBS Alumni Network. So HBS asked Genuine to develop a campaign that would re-introduce alumni to the many benefits of being an HBS graduate.
The HBS Alumni Wilderness Survival Handbook earned 10% more click-throughs on page and has been widely celebrated in the advertising and marketing industries, winning several awards including a Webby, Hatch and w3 distinctions.