“In Our STEM Era” Makerspace“In Our STEM Era” Makerspace

Category: Best Community Building Campaign
Project Name: “In Our STEM Era” Makerspace
Company: Purdue University

Purdue University, leveraging the momentum of Taylor Swift’s record-breaking Eras tour in Indianapolis, launched “In Our STEM Era,” a free, interactive makerspace designed to inspire young girls and first-time visitors to explore STEM through themed “eras” that connected science with music, beauty, and fashion. Hosted in a 25,000-square-foot space near the concert venue, the event showcased Purdue’s leadership in STEM education and its commitment to empowering women in STEM. With a Women in Engineering (WiE) program and as a top producer of STEM graduates, Purdue aimed to position itself as the preeminent STEM university for young women while increasing national visibility and brand affinity.

Key highlights included a collaboration with e.l.f. Cosmetics to reintroduce its Lip Oil Change campaign, hands-on activities like binary-coded friendship bracelets and custom lotion scents, and Purdue’s space exploration film, Boilers to Mars. A 15-item merchandise collection tailored to concertgoers was sold on-site and online, further connecting STEM with beauty, music, and fashion. The event’s phased strategy focused on pre-event awareness, engagement during the event, and post-event follow-up to foster long-term brand equity and inspire future Purdue Boilermakers.

By creating an immersive, unexpected experience that celebrated women and girls in STEM, Purdue's in-house agency, Purdue Brand Studio, successfully connected STEM with personal interests, leaving a lasting impression on attendees and reinforcing Purdue’s role as a leader in STEM education for young women.

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