VIU began operating as a university in 2008. They needed to quickly gain clout and profile as a world-class post secondary option to draw students. So we needed to craft an awareness strategy that stretched their modest budget by leveraging emerging social media, and help create a unique platform for students to share experiences authentically, personally, and often.
We focussed on what made the University unique – its location. With beaches, forests and 16 parks within 4 km, it is a spectacular natural setting. With #ILearnHere, we gave students an opportunity to communicate their experiences at VIU with beautiful imagery. They generated countless stories and posted high volumes of authentic content on then under-utilized Instagram, plus Facebook and other social media. Posts were populated in a map on the website, showing prime study spots, morning fuel hubs, favourite teachers, the best views, and more.
#ILearnHere generated 600,000 impressions, and in the words of the client “was overwhelmingly successful”. It continues to engage current and new students to this day. This modestly budgeted campaign allowed a unique look into what being part of the VIU student body is like, with lots of inclusive, inspiring and beautiful UGC. Seems we passed the test with honours.