How we increased engagement by 43.3% through channel-specific content for Study Melbourne

Our goal was to position Melbourne as a premium destination, renowned for its vibrant cultural offerings, world-class education, and secure environment for international students.

By showcasing the unique aspects of life and study in Melbourne, we aimed to create a compelling narrative that resonates with students worldwide.

With international visa caps set to come into effect in January 2025, it became even more critical to ensure Melbourne is seen as a standout choice.

By emphasising Melbourne’s reputation as a trustworthy and welcoming destination, we sought to provide students with the confidence to choose Melbourne as the place to further their education and build their futures.

43.3%
Increase in engagements
6.5%
Engagement rate
20,620
Post clicks
92.7%
Increase in post clicks

Services

Content Strategy

Video Production

The challenge?

With a shifting landscape of student recruitment, it was essential to create content that resonated across cultural and geographic boundaries while showcasing Melbourne’s unique appeal.

What did we do?

Selecting the right talent was essential to making our content resonate. We chose individuals who were not only engaging but also relatable to our target audience. Seeing someone who reflects their own experiences and aspirations helped students connect on a personal level, making the content feel authentic and trustworthy.
The right talent made a world of difference in capturing attention and building trust, enhancing the overall impact of each piece.

How did we do it?

Strategy and approach

Channel fit filming: we tailored content to reflect university students preferences, ensuring it was scroll-stopping and platform relevant
Adaptive tone: we adjusted out tone to align with a ‘mentor-like’ voice, relatable to diverse student audiences
Relatable content: by selecting talent that reflected the audiences experiences, we ensured authenticity and trustworthiness in our message

Optimisations that delivered impactful results

Several game-changing optimisations were implemented during the campaign:

Tailored personas for each channel, creating adaptive content that spoke directly to each audiences stage in their journey to Melbourne
Video-first content approach to engage users effectively on social platforms

Channels used

Social media platforms targeting onshore and offshore students

“Our content strategy captured the essence of what makes Melbourne an ideal student destination. The video-first, relatable approach resonated perfectly with Study Melbournes target audience.”

-Holly Deakin

Results:

The campaign exceeded expectations, delivering tangible results across multiple segments:

43.3% Increase in engagements
6.5% Engagement rate
579 Shares
250 Saves

How UOW’s Multi-Platform Video Campaign Boosted International Student Engagement

Transforming Simonds Homes’ CRM for Sales Efficiency & Customer Engagement

How we re-engaged 47% of an outdated database for  Walker Corporation

Boosting Industri Education’s Open Day Attendance Through Targeted School Outreach

180% growth in branded search: Scaling lead generation for Australian Unity Home Health

Improving lead to sale rate by 51% for JG King Homes

Niche New Zealand Market Challenges

Optimising Kangan Institute’s Conversion Rate

How we promoted the NECA Education & Careers brand, new purpose-built campus & short courses

On-demand Webinar: Intro to Marketo Engage

What do we cover? Lead management fundamentals – stages & scoring Defining your audience using smart lists Multi channel nurturing Creating, managing & personalising content Operational best practices CRM Sync – data sharing & sales enablement with lead scoring and sales insights Reporting & attribution through performance insights Next step? Book a meeting with Glenn […]

How we increased engagement by 43.3% through channel-specific content for Study Melbourne

The challenge?

What did we do?