Utilizing Instagram — a widely untapped platform for university brands at the time — we developed #ILearnHere, which allowed students to build a community they could call their own.
In 2008, the institution began operating as a university. To gain clout as a post secondary establishment, we crafted a strategy that leveraged social media and would allow VIU a unique platform to tell the stories of their students authentically.
We created an opportunity for students to communicate their experience at VIU. Students generated countless authentic stories and posted volumes of visual content on Instagram. The posts were populated in a map on the campaign website, displaying prime study spots, morning fuel hubs, favourite teachers, and best views among others.
#ILearnHere has become a staple of the greater VIU brand, and continues to engage students. The campaign created a platform that allowed a unique look into what being part of the VIU student body is like.
Media Planning & Buying
Social Media & Influencer Strategy
Website Design & Build
Print & Digital Collateral
Photos tagged with #ilearnhere in 6 weeks
Impressions with a limited media buy budget
"The concept…was perfectly situated in the pocket of our target audience and, as a result, the campaign was overwhelmingly successful."
-Debra Jacklin, Strategic Marketing Manager,
Vancouver Island University