This Is Where

Purdue University launched its flagship enterprise campaign, “This Is Where,” to transform how corporate and academic decision-makers perceive the institution. While Purdue is widely recognized for academic excellence, research revealed limited awareness of the university’s innovation ecosystem and the scale of its industry partnerships. We set out to reposition Purdue as an innovation partner for both corporate and academic audiences.
Built around the unifying idea, “This is where we partner with you to take the next giant leap,” the campaign presented Purdue as a catalyst for industry advancement. The strategy embraced a true B2B marketing approach — segmented messaging for corporate and academic audiences, tailored hero videos, customized landing pages and targeted calls to action.
Visually, the campaign rejected stock imagery in favor of authentic lab and field environments. Cinematic late-night research scenes captured the persistence and collaboration that define Purdue’s culture. Featuring real partnerships with Eli Lilly and Company, Wabash, Rolls-Royce and others, the storytelling humanized innovation while demonstrating tangible impact.
Execution spanned paid digital, CTV, YouTube, social, display, native, retargeting and experiential activations, including a national presence at SXSW, resulting in 124 creative deliverables across 17 tactics.
The impact was measurable and sustained. The campaign generated more than 120 million impressions and 1.3 million clicks, with hero videos achieving a 58% YouTube view-through rate above industry benchmark. It drove 590,000 site visits, 582 referrals to Purdue Stories and 227 qualified partnership leads.
“This Is Where” became Purdue’s strongest enterprise-level effort to date — uniting brand, research and partnership strategy under a single narrative platform that continues to expand with new collaborators nationwide.