Unlocking youth engagement with TikTok for genU Training

Unlocking youth engagement

In January 2023, we embarked on a digital marketing journey with genU Training, aiming to boost applications for their diverse range of courses.

A standout offering from genU Training is the Virtual Work Readiness program, designed to assist job seekers by equipping them with essential skills such as effective interviewing techniques and résumé writing.

This partnership was to run a digital marketing campaign in order to get applications across genU Training courses and inform audiences on the program using TikTok.

  • $1
  • Cost per complete view
  • 88
  • Leads from an untapped demographic
  • 274,000
  • Users reached on TikTok

The Team

Chamalee Karunanayake | Account Director

Sasa Atienza | Customer Success Lead

Georgia Worswick | Campaign Director

Darcy Keely | Senior Marketing Strategist

Tapping into TikTok

Our primary goal was to captivate a younger audience by leveraging TikTok, a platform where this demographic is highly active.

This campaign also served as a pilot to explore the potential of TikTok in genU Training's marketing strategy. We produced three engaging videos in collaboration with genU Training staff to achieve this objective.

Tapping into TikTok
Study for Greatness

Strategy for Greatness

To ensure the campaign's success, we focused on creating content that would resonate with the target audience, encouraging them to either seek more information, share the opportunity with peers, or consider the courses for future reference.

A crucial element of our strategy was the development of a landing page, enabling leads to submit their details for follow-up by genU Training, thus optimising the conversion process.

A key factor in the campaign's success was its structured approach, which included separate landing pages and dedicated ads for both prospecting and retargeting purposes.

This setup allowed for flexibility in budget allocation and targeted promotion during key intake periods.

Additionally, the integration of real-time qualifying data from the calling campaign provided valuable insights, enabling us to refine targeting and messaging strategies.

So, how did we do?

The campaign achieved impressive results, with a cost per complete view of just $1 and the creation of a warm audience of over 10,000 users for the Virtual Work Readiness program.

We generated 88 leads from a demographic previously untapped by the client, and nearly 10% of the 274,000 users reached watched the video to at least 50%, thereby enhancing genU's overall brand consideration.

Campaign results
Darcy Keely

"Working closely with genU Training to produce video content has been an incredibly rewarding experience. Their team's collaborative spirit and clear vision made every step of the process seamless and enjoyable."

— Darcy Keely

Senior Marketing Strategist

Like what you see?

Get in touch & let's make it happen

Southern Cross University Calling

Southern Cross University (SCU) faced a challenge during a peak enrolment period: needing to increase the acceptance rates of offers to prospective students, but being stretched thin on resources for outreach.

genU Training Calling Campaign

ANU Experience TikTok

Australian National University (ANU) partnered with us to bolster their brand awareness, specifically focusing on the university’s student services.

Curtin Uni

Monash Online

Catalyst Education

genU Training Advertising

More than ever, prospective students want you to anticipate their needs and offer relevant experiences.

VFA Learning

In collaboration with VFA Learning, a seasoned Geelong-based RTO, we orchestrated a dynamic advertising strategy to tackle two primary objectives.

DOE Case Study

In an era of mass-produced content, it can be hard to achieve brand cut-through. Students have the world at their fingertips with access to more information than ever before.

ANU UGC

Australian National University College of Law was on a mission: get more bright minds enrolled in their postgraduate law programs for Semester 2, 2023.

Australian Computer Society

We partnered with the Australian Computer Society (ACS), an association representing over 47,000 members in Australia’s burgeoning technology sector, on an ambitious campaign.

Builders Academy Australia

Student Garden has been working with Builders Academy Australia for over 6 years. Each year, we have increased the number of student registrations generated from our campaigns, and 2023 was no different.

newsletter

Fortnightly digital marketing tips and insights