Mindworks
How we helped Mindworks increase followers by 22.3%
Case Study
What Happened
About Mindworks
Operated by the Roman Family Center for Decision Research at the University of Chicago Booth School of Business
Part museum, part research lab, Mindworks is located in the heart of the Chicago Loop. Since opening in 2021, it has welcomed 50,000 visitors from 75+ countries to explore the groundbreaking work of University of Chicago scientists studying human behavior.
Free and open to the public, visitors can engage with interactive exhibits, participate in real research studies, earn prizes, and discover how behavioral science can improve their daily lives and communities.
Why They Reached Out
Goals & Strategy
What We Did
Results
Mindworks saw significant success in three key areas.
Follower Growth: Instagram followers grew by 22.3% (496 new followers) between October 2024 and February 2025, driven by influencer partnerships and a strategic lead generation campaign.
Engagement & Reach: December alone saw a 641.4% increase in reach and a 172.4% boost in views, with January sustaining momentum through a 109.5% rise in interactions. Content tied to cultural and seasonal themes, like Spotify Wrapped, performed particularly well.
Operational Efficiency: Introducing an AirTable-based content planning system streamlined workflow, improved collaboration, and ensured content consistency.
What Mindworks Says
"...was a tremendous asset as we navigated staff transitions on our social media team. She set up effective collaboration tools, helped us think conceptually about our goals and audiences, ran cost-effective ads, and provided insightful analytics and reporting." — Chris Partridge, Director of Communications at the Roman Family Center for Decision Research