The Big Stink: How Colorado State University Made a Flower Go Viral

in Campaigns

In early summer 2024, Colorado State University (CSU) embarked on a once-in-a-decade storytelling opportunity when its rare corpse flower, “Cosmo,” bloomed for the first time after eight years of anticipation, emitting a foul odor and living up to its name as the corpse flower. This extraordinary (and intensely smelly) botanical event became the centerpiece of a multi-platform narrative that engaged audiences worldwide through immersive storytelling, blending science, spectacle and community participation. 

CSU’s Social and Digital Media and Communications team collaborated with the university’s College of Agricultural Sciences to craft a compelling, real-time story across social media, video and digital news content. Using a combination of live updates, educational explainers and visual storytelling, including a viral Instagram timelapse with 3.8 million views, the campaign captivated viewers from curiosity to climax. Strategic messaging framed Cosmo’s bloom as both a scientific marvel and an emotional, once-in-a-lifetime experience, drawing nearly 10,000 visitors to campus and sparking international media interest. 

The success of the campaign extended beyond engagement metrics: it inspired donations for CSU’s Plant Growth Facilities, strengthened CSU’s reputation in botanical research and fostered a shared sense of wonder. By weaving real-time updates, expert commentary and audience interaction into a cohesive narrative, our team and collaborators transformed a fleeting biological event into a lasting educational and digital legacy. 

What sets this effort apart is its execution under an accelerated timeline, converting an unpredictable natural event, with less than two weeks’ notice, into a well-structured, engaging story with high-impact results. 

  1. Anticipation and Narrative Arc: Our communications campaign aimed to build suspense through a series of teaser posts, live countdowns and behind-the-scenes content, engaging audiences well before the bloom. Internally produced news articles and social media posts were strategically released to update the community on when and how to view the bloom on campus.
  2. Real-Time Storytelling: Leveraging live updates, interactive Q&As, and multimedia content, CSU guided audiences through the experience as it unfolded. The team executed a livestream throughout the bloom, offering viewers across the world who couldn’t be in person an opportunity to take part in the excitement.
  3. Multi-Platform Strategy: To ensure accessibility across diverse consumption preferences, we leveraged Instagram, LinkedIn, Facebook, YouTube and the University’s news platform, SOURCE. Additionally, we worked closely with CSU’s media team to curate access to our research staff and facilities for nearly a dozen local news outlets, enhancing local visibility.
  4. Cross-Disciplinary Collaboration: The campaign seamlessly integrated faculty expertise, student involvement and university-wide engagement over a busy Memorial Day weekend where many support staff were unavailable. The Social and Digital Media and Communications teams worked with the College of Agricultural Sciences, CSU Plant Growth Facilities, University Facilities Management, CSU Police Department, CSU’s Science Writing team, Public Relations, and Marketing and Brand Management to ensure media creation and dissemination was maximized.  

 

Goals and outcomes

The primary goals of this campaign were twofold: to strengthen CSU’s College of Agricultural Sciences’ reputation as a leader in research and public engagement, and to drive community participation in science-driven storytelling. 

Key outcomes include:  

  • A timelapse of the bloom that went viral online with 3.8 million views on Instagram, becoming CSU’s top post of all time on the platform 
  • 6 million impressions across CSU social media channels 
  • The bloom was covered in over 720 international, national, regional and local news outlets (including CNN Newswire, CBS News, UPI, AccuWeather, Denver Post and more), resulting in an estimated 872 million total media reach 
  • Nearly 10,000 in-person visitors, including students, faculty, alumni, community members, families and plant enthusiasts 
  • 75,000 pageviews on SOURCE  
  • 44,000 views on CSU’s YouTube livestream 
  • $3,185 in donations to CSU’s Plant Growth Facilities 
  • 100 attendees for a community Ted Talk style event where CSU researchers recapped what they learned from data collection during the bloom 
  • Hundreds of audience comments on social media expressing appreciation, excitement and gratitude for the livestream and event accessibility 

This campaign not only succeeded in drawing attention to CSU’s research excellence and serving as an educational opportunity for everyone from “K to gray,” but also showcased the University’s ability to create large-scale public engagement events with a fast turnaround.  

From bud to buzz

In order to strengthen CSU’s College of Agricultural Sciences’ reputation as a leader in research and public engagement, and to drive community participation in science-driven storytelling, the following key decisions and strategies were deployed: 

  • Focusing on a mixed media and multi-platform strategy to extend our reach beyond a local community and inviting people across the world to engage with CSU 
  • The livestream and updates ensured viewers could experience this event in real time with us, keeping viewers engaged by building anticipation and creating a sense of suspense 
  • Highlighting our researchers by making them accessible to local news outlets and featuring their expertise across CSU channels, showcasing CSU’s expertise in botanical conservation 
  • Utilizing the bloom as an opportunity to educate the general public about horticulture research

Read the stories:

Roots of CSU’s mission

This project exemplifies CSU’s mission of inspiring curiosity, driving community engagement and showcasing world-class research. 

  • Strengthening the reputation of CSU’s College of Agricultural Sciences: The bloom highlighted the college’s research strength and plant conservation efforts, positioning CSU as a leader in botanical sciences. 
  • Expanding CSU’s reputation beyond the university community: The massive media reach (872M) placed CSU in the national spotlight, solidifying its position as an innovative research institution. 
  • Using innovative content formats: The campaign pushed the boundaries of university storytelling through timelapse technology, livestreaming, and social media optimization, ensuring broad accessibility and engagement. 
  • Sticking to CSU’s land-grant university mission: By opening the bloom to everyone, we created an opportunity to share learning and discovery with the public.

By blending scientific discovery, digital storytelling and large-scale community engagement, this campaign set a benchmark for future university-led public outreach initiatives. 

Results

The campaign’s tone was immersive, curious and science-forward, turning a flower into a main character. Each post built anticipation, with storytelling designed to evolve alongside the bloom: from teasing the “smell of science” to spotlighting expert insights and fan reactions. Viewers could follow Cosmo’s progress as if it were unfolding in their own backyard, whether in person or across the globe. The campaign’s playful yet informative voice encouraged participation and wonder, inspiring thousands of comments, shares and in-person visits. 

The success of the campaign extended beyond engagement metrics: it attracted thousands of visitors to campus, inspired donations for CSU’s Plant Growth Facilities, strengthened CSU’s reputation in botanical research, and fostered a shared sense of wonder which can be seen in the hundreds of comments on each post.

  • 3.8 million views on viral Instagram timelapse (CSU’s highest-performing post ever)
  • 6 million total social media impressions
  • 872 million total media reach through 720+ outlets (CNN Newswire, CBS News, UPI, Denver Post, etc.)
  • 10,000 in-person visitors
  • 44,000 YouTube livestream views
  • 75,000 SOURCE pageviews
  • $3,185 in new donations to CSU’s Plant Growth Facilities
  • Hundreds of social media comments praising access and storytelling