Totem’s #SummerLifeQLD Proves A Global Hit With Millennials

Totem’s #SummerLifeQLD Proves A Global Hit With Millennials

Totem Advisory & Studio has unveiled the success of its #SummerLifeQLD campaign, showing massive returns for client Trade and Investment Queensland (TIQ).

Connor Benfield
Posted by Connor Benfield

The campaign’s objective was to promote Queensland as the premiere location for international students looking to spend a semester studying abroad.

From a field of thousands, Totem helped narrow the field down to just 20. Part of their detailed end-to-end strategy for #SummerLifeQLD and the winning ambassadors from 10 countries involved arming them with an intensive crash course in social media and video creation, as well as their own vlogging camera.

Totem and TIQ tasked each ambassador with the creation of a series of videos and images that would chronicle their experience as an international student studying in Queensland. The result –  over 11,000 pieces of content promoting uni life in Queensland on their personal social media channels.

This content was then incorporated into the production of a web series comprising of 10 episodes, broadcast in eight different languages, reaching millions of prospective international students. Over 500,000 likes, comments and shares across the campaign and ambassador content showcased an extraordinary level of authentic engagement around the world.

Steve Crombie, CEO and founder of Totem Advisory & Studio, said the campaign was about giving TIQ education providers a direct and unfiltered line of communication to a global market of Millennials who are considering studying abroad.

“We created a rich ecosystem of authentic experiences told by real life student ambassadors – both in English and their respective language – for prospective international students,” he said.

The bonus results of increased traffic to Study QLD’s Summer Life QLD page on their website exceeded TIQ’s expectations throughout the six-month long campaign, with overall social media traffic increasing from 0.8 per cent to 33.8 per cent, and traffic to Study QLD’s enquiries page increasing by 40 per cent.

“It’s a common thought among our industry that Millennials are a very difficult demographic to market to. We know that they don’t respond to traditional advertising, or simply don’t watch ads at all,” Crombie said.

“By 2019, 92 per cent of all internet use will be video. We used data and insights to create video content that we knew our audience wanted to watch, and we rolled it out using platforms that we know they engage with – YouTube, Facebook, Snapchat, and Instagram.”

“We are refining our intelligence to create effective sales funnels with video every day.”

Summer Life QLD content and the associated user generated content from the 20 ambassadors reached over 11 million prospective international students, had over four million views in the 10 targeted global markets, and generated more than 500,000 likes, comments and shares.