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.
ContentGrow has released a new study titled The State of APAC’s Freelance Writer Economy 2021. The tech company surveyed 1,200 freelance writers and journalists across seven key markets on the bloc: Singapore, Indonesia, Philippines, Hong Kong, China, India, and Australia. The report includes actionable intel on things like rates, languages, and popular niches for content […]
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]