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 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.
#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.