Totem’s #SummerLifeQLD Proves A Global Hit With Millennials

Totem’s #SummerLifeQLD Proves A Global Hit With Millennials
SHARE
THIS



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

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.

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]