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 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.

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

  • Marketing Plans
  • Media Planning & Buying
  • Brand Positioning
  • Brand Identity
  • Social Media & Influencer Strategy
  • Content Strategy
  • Concept Development
  • Advertising Campaigns
  • Website Design & Build
  • Content Creation
  • 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
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Resources