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.

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine