Case Study: Rethink Your Instagram Stories Ads with UGC

At Social Garden, user-generated content (UGC) campaigns are becoming more integral to our clients’ success.

Earlier this year, we partnered with TAFE Queensland to create a UGC-based ambassador campaign to coincide with the Gold Coast 2018 Commonwealth Games.

Like many other campaigns with substantial UGC investment, the method has proved to be a key driver in Instagram Stories and Snapchat placement strategies.

Tasked with elevating the TAFE Queensland brand across popular channels for young cohorts, we had prospects perform a key action: submit a form, click a link or spend more than 30 seconds on the landing page.

With a history of utilising temporary content across platforms like Snapchat and Instagram Stories, we saw unprecedented success for the higher education provider. This was achieved through hyper-targeting, behavioural tracking and native content.

Instagram Stories and Snapchat are a huge part of how advertisers can build genuine relationships with their target audience – they’ve grown 842% in the last two years alone.

As more millennials use ad blockers and seek a better user experience, investing in this type of native content is essential to cut through the noise of the advertising landscape.

By engaging real student ambassadors for TAFE Queensland, UGC on Instagram Stories proved to be the key for a lower cost per conversion, resulting in a cost of $7.69 per conversion.

This was almost $3 less than similar ads placed within the Instagram News Feed, reaffirming the preference of prospective students to receive information from their peers.

Introduced to boost brand presence before the ambassador campaign went live, the mobile game provided a new avenue for lead generation and nurture. In this instance, rethinking standard approaches to social platforms was essential for driving future engagement.

Mobile games can totally reinvigorate the Snapchat platform and the concept of photo-based apps. By investing in gamification techniques, we were able to get the most out of user attention to show future students everything TAFE Queensland has to offer.

An overall campaign conversion rate of 20.91% indicated a very tight product/market fit for this particular approach. Not only has this increased brand awareness, but also provided an additional avenue for TAFE Queensland’s lead generation and nurture strategies.

By interacting with a Snapchat ad, and opting in on the subsequent landing page, the contacts saved to Marketo can be retargeted in future campaigns. TAFE Queensland could also use individual data to personalise content marketing efforts.

The success of UGC content demonstrates the power of data-driven, multi-dimensional approaches that respond to younger demographics’ media consumption. With these users mostly online and seeking engagement and personalisation, all institutions would be served well to invest in such strategies in the coming year.

No Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

The 6 Email Nurtures To Set You Up For Success

A quick question for you: Are you still sending one-off email campaigns with no clear intentions or progression? Do you feel that your contacts are...

How To Optimise Your Channel Mix in a Changing Property Market

It’s no secret that we’ve seen the property market soften through the back end of 2022 and into 2023. As we turn our focus to FY24, looking...

4 Simple Steps To Make Copywriting Easy

There is no doubt that Artifical Intelligence (AI) is becoming the way of the world… and at a very fast rate. Popular AI platforms such as ChatGPT...

4 Easy Ways To Build Your Instagram Sales Funnel

Let’s face it, mastering the craft of Instagram advertising can feel a little bewildering. With so many voices on this platform, it can be tricky...

Making the Most of Your Database in a Challenging Property Market

As an account manager at Social Garden, I've had the privilege of working closely with our property clients during the challenging market of...

5 Zesty Tips For Your Zapier Integrations

Streamline your lead generation and curate your ideal sales process If you’re reading this, you might have already worked with integrations and...

Video Content 101

The year is 2023, and video content marketing has become an essential part of any successful digital marketing strategy — and it’s only getting...

The power of Ai
Unleashing the Power of AI in Marketing Automation Tools

If you’re reading this, you’ve surely dabbled into a marketing automation tool at some point. From lead generation to audience segmentation,...

Targeting strategies
Mastering Segmentation & Targeting Strategies for a Killer Campaign

Picture this: you’ve come up with great content, your assets are crisp, and you’re ready to hit send. You send out your campaign along a...

Is TikTok Safe
TikTok Privacy & the Future of Video Content

Are you concerned about your company’s privacy on TikTok?  We get it. The platform has come under heavy fire in recent months for its shadowy...


Fortnightly digital marketing tips and insights