A video content campaign targets specific audiences to “study with the best” at UniSA.

UniSA
Project
The Best
Year
2018
Services
Video
Challenge

In 2018 Fuller, as a preferred services supplier to UniSA, proactively encouraged the university to run a content campaign that would support its long held above-the-line brand positioning “study with the best”.

UniSA came back to Fuller with a brief to create a toolkit of digital content assets to use across social channels to reinforce the story behind the “study with the best” campaign, targeting the university’s full range of student audiences.

Specific requirements of the campaign included:

  • Create content that specifically aims to increase levels of digital engagement (comments and shares) with key audiences.
  • Create content that doesn’t require substantiation, brag points and therefore regular updating.
  • Create content that is flexible and can be used to tell many different and varied stories.
Strategy

Fuller worked with the central idea “everyone says university is the best time of your life, but what does the best look like and feel like?” to develop a creative content series.

The stories in the campaign would focus on the little “big” moments that make the university years “the best” by featuring scenarios that would encourage students, researchers and partners to choose UniSA.

The punchy, six second videos would show practical life changing learning and how it FEELS to study at UniSA – the moment you realise what you want to “do” with your life.

The first four scenarios shot for the campaign featured students from midwifery, engineering, teaching and event management degrees.

Outputs included cutting all content to size and spec for distribution across all of the university’s digital platforms.

Results

The creative solution and structure of the videos can be applied to every degree and every type of student, allowing the University to run the campaign over a long period of time while keeping the content fresh.

This solution answered two of the key requirements of the brief:

  • Create content that doesn’t require substantiation, brag points and therefore regular updating; and
  • Create content that is flexible and can be used to tell many different and varied stories.

In terms of increasing levels of awareness of the degrees on offer to study at UniSA with key audiences, the campaign achieved over 400,000 impressions across the four video assets in just three months, with an average click through rate of 0.45%.