Utilizing an untapped platform for universities at the time, we helped students build a community they could call their own.

The Challenge

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.

THE STRATEGY

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.

THE RESULTS

#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.

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
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Resources

 

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