The University of Technologies Sydney (UTS) created the ‘Where Creativity Meets Technology’ campaign to enhance brand recall overseas and attract international prospects, a campaign that went on to win awards.
The university’s omnichannel strategy generated millions of impressions and web page engagements, winnng the public sector/charity/not-for-profit category at The Drum Awards for Promoting APAC 2023.
The Short
Inside Australia, UTS carries a powerful identity as a leader in technologies and innovation. On the other hand, the university’s brand recall is not as solidified overseas and the Greater Education (HE) provider does not exploit its complete prospective internationally.
UTS decided to attract future students by targeting developing markets across Latin America, Southeast Asia, North and Central Asia, South Asia and Africa. The university’s key message and promoting point in that quest? Preparing students for Business five. across lots of disciplines. To do that, the HE provider required to attain international prospects in an genuine way – leveraging on Gen Z’s wish to reside a life of economic freedom, while becoming goal-driven.
The Notion
To address the university’s objective of boosting brand recall overseas, UTS launched a campaign that the UTS International Promoting group led internally. The group received help from the UTS Inventive Solutions Group and external suppliers. UTS took an omnichannel strategy utilizing student profiles, geo-targeting and interest targeting primarily based on industry analysis and demographic targeting parameters.
The campaign was informed by the QS 2022 International International Student Survey. UTS applied the survey insights and ran its campaign across various channels such as Facebook, Instagram, TikTok, YouTube, on the internet video/ programmatic and PR.
The university collaborated with TikTok influencer and UTS alumni Stella Morrison for a visually spectacular video that utilized reside-action footage, 3D animation, VFX and a dynamic music track. The new brand video was compiled of footage shot on campus and the surrounding Sydney places. By means of storytelling, UTS sought to position itself as a space exactly where students meld inventive and strategic pondering with emerging technologies.
The HE provider paired the video with a suite of static advertisements, social media cutdowns (such as vertical and bumper video advertisements), organic TikToks, a landing web page with lead capture and e mail nurturing for new leads. In total, UTS ran 208 advertisements across 5 diverse on the internet channels and developed 5 diverse language versions of the video and its collateral to let deeper industry penetration and connection to the audience.
The university’s key KPI of the campaign was Brand Awareness and the measurement of accomplishment was total impressions, web page engagement price and bottom-line conversions (university applications).
The Benefits
The campaign was a exceptional accomplishment for UTS. It generated more than 81m impressions, 8m web page engagements, more than 900,000 clicks, and more than 800,000 landing web page views in two months. UTS decided to continue utilizing the campaign assets at events and roadshows. To make on the campaign’s accomplishment, the university announced to fill a pipeline for behavior retargeting and lead nurturing.
This campaign won in the public sector/charity/not for profit category at The Drum Awards for Promoting APAC 2023. Discover out extra about The Drum’s International Awards plan or head to our case research hub to study extra award-winning stories.