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.

The Challenge

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.

THE STRATEGY

We created the hashtag #ilearnhere based on a unique selling proposition of the University – its location. With this hashtag, we gave students the opportunity to communicate their experiences at VIU with beautiful visual imagery. Students generated countless authentic stories and posted a high volume of visual content on Instagram, Facebook, and other social mediums. The posts were populated in a map on the campaign website, displaying prime study spots, morning fuel hubs, favourite teachers, and best views among other unique categories.

THE RESULTS

#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.

Deliverables

  • Concept Development
  • Website Design & Build
  • Content Strategy
  • Content Creation
  • Social Media & Influencer Strategy
  • Media Plan & Buy
  • Print & Digital Collateral

1,600+
Photos tagged with #ilearnhere in 6 weeks
600,000
Impressions with a limited media buy budget
2
Creative Awards
"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
Have an untapped community that needs engagement?

Resources