At the start of 2025, the University of New Haven set out to do something few institutions are willing to do: take a creative risk that spoke directly to Gen Z, elevated academic excellence, and reimagined what modern university storytelling could look like.
The goal was to increase visibility, relevance, and affinity with current and prospective students by meeting them where they already are — on social media — while reinforcing UNewHaven’s leadership in innovation, forensic science, and future-focused technology. To do that, the university pursued a bold and unprecedented idea: partnering with Doug the Pug, one of the most-followed dogs on the internet, OG influencer, and a former Shorty Award winner, to become the first influencer animal ever to “attend” and graduate from a university.
This “paw-tnership” was designed to:
Showcase UNewHaven’s renowned academic programs in a culturally relevant way
Humanize the institution and boost campus morale
Expand national reach through earned media and social storytelling
Demonstrate that UNewHaven understands how to authentically engage Gen Z through humor, creativity, and innovation
What do a top-ranked forensic science program, a Boston Dynamics robot, and the most famous dog on the internet have in common?
At UNewHaven, they became part of the same story. The campaign unfolded in intentional phases, blending pop culture with academic credibility and campus pride.
Introducing Doug to UNewHaven
In early 2025, Doug the Pug visited campus for the first time. During this visit, he “signed” an acceptance letter to UNewHaven and committed to study "Furensic Science," a playful nod to the university’s nationally recognized Forensic Science program founded by Dr. Henry C. Lee.
Doug posed with mascot Charlie the Charger, University President Jens Frederiksen, and students across campus. The content immediately resonated — students crowded around, shared clips widely, and prospective students commented that the moment made them reconsider UNewHaven as a school that truly “gets it.”
Bridging Pop Culture and Future Technology
While on campus, Doug collaborated with Spot, the Boston Dynamics robot housed at the university. This marked the first time an influencer animal had ever featured this technology, creating a viral intersection of humor, AI, and engineering innovation.
The content subtly spotlighted UNewHaven’s Tagliatela College of Engineering and leadership in robotics, AI, and the future of technology — not through lectures, but through moments that felt native to social platforms.
The Graduation Surprise
In May, UNewHaven took the partnership one step further. Without prior announcement, Doug surprised graduates and families by attending Commencement and walking across the stage to receive his honorary degree.
The reaction was immediate and electric. The crowd erupted, students cheered, and the moment became the emotional highlight of the ceremony. Within hours, the story spread far beyond campus.
Earned Media and Cultural Validation
The moment generated widespread earned media, including a feature in People Magazine, along with coverage from Yahoo, CT Insider, and regional and national outlets. Headlines celebrated the creativity of the idea while reinforcing UNewHaven’s academic excellence and student-centered culture.
Importantly, Doug was UNewHaven’s first-ever influencer partnership. The success of this campaign opened the door to future collaborations, including partnerships with Boston Dynamics and other culturally relevant brands such as Cane's — establishing a new, modern approach to university storytelling.
The results exceeded expectations, both quantitatively and emotionally.
Social Performance
One commencement Reel alone generated 764,572 views on Instagram
Over 1M interactions, including likes, comments, shares, and saves
Multiple Doug-related posts collectively reached millions of impressions, amplifying the campaign’s impact
Earned Media & Visibility
Featured in People Magazine with exclusive coverage
Additional national and regional press across major outlets
Positioned UNewHaven in mainstream culture while reinforcing academic excellence
Was the answer in a game show pop trivia question all the way in Australia
Institutional Impact
Boosted admissions interest and inquiry conversations
Significant follower growth across university social channels
Elevated campus morale and student pride
Gen Z audiences responded overwhelmingly, praising the University for speaking their language and embracing creativity without sacrificing substance
Why It Worked
UNewHaven didn’t treat Doug the Pug as a gimmick...it treated him as a bridge. By pairing humor with academic excellence, pop culture with innovation, and surprise with intentional strategy, the university created a moment that felt joyful, authentic, and deeply human.
The campaign proved that higher education can be both credible and playful, innovative and heartfelt. It showed that when institutions take thoughtful creative risks, they don’t just earn views–they earn trust, pride, and lasting connection.
