The Challenge
UQ is a well-regarded, popular Australian university with student-first messaging. However, they were finding themselves with a portion of their course portfolio oversubscribed, while others were left with availability. The university needed to generate enrollment across the full breadth of their portfolio, filling all undergraduate and postgraduate spaces, and doing that with high-intent, qualified, best-fit students. Our challenge was to identify and speak to different student types whilst driving ROI.
Personalisation to drive student applications
The University of Queensland
The Solution
We delivered a comprehensive media campaign for UQ, using agile asset frameworks and innovative tracking to target individual prospects with personalised content. Data-driven attribution modelling, programmatic trading and custom UTM triggers allowed for tailored user journeys for each prospect once our campaign was live. Google Optimize was used to personalise ads and landing pages based on granular audience data that was combed over and segmented. The levels of personalisation achieved meant users saw different content depending on location, age, course interests, career interests and even their extra-curricular interests.
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With subjects such as Environmental Science, Big Data, Conservation and Agribusiness experiencing lower engagement, they needed a focused approach to introduce their proposition. For those who had previously shown interest, we had to reframe their initial thoughts and get them excited about the course. Using new, fresh video content, and focusing on the meaningful impact of a career in these fields, prospects began to connect the course with experience and outcome. In response to live channel performance, we upweighted the use of TikTok and Snapchat for undergraduate activity, and capitalised on the success of Instagram for postgraduate targeting.
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The Impact
Our work achieved brand reach of over 13m, with social engagements exceeding 15,500, a 31% improvement on target. UQ’s results indicate the quality of audience segmentation and personalisation, messaging development, media distribution and digital targeting techniques.
13m
Social Engagement
38000
Visits to key UG and PG course pages
380%
Increase on budget expectations
- UQ wanted to attract at least 10,000 new students to selected course pages. Over the duration of the campaign, more than 38,000 visited key UG and PG course pages; this marked a 380% increase on budget expectations,
- The campaign yielded a 12% YOY increase in applications.
