Creative Execution

25 online and radio episodes were released, teaching people interesting facts called the ‘Learnings’. Hijacking the behaviour that reflected our insight – people sharing little tidbits of knowledge – fans consumed Learning after Learning, before submitting their own bits of knowledge. This content was immediately repurposed as a second wave of branded content, spread by heroed fans to their social groups. The very best Learnings were then compiled into a 100% user-generated eBook via Apple iBooks and Google Play. Fans again shared “their” book socially, creating a permanent reminder of SEEK on all of their e-devices.

SEEK Learning entered the top 10 education providers in Australia, beating out 100 year old universities and for the first time, became the most socially shared education brand in the nation. Fans, honoured that their work had been called out socially and in a downloadable eBook of knowledge, became advocates of the brand. • +3447% increase in combined social media engagement • +121% increase in Facebook activity for the brand • Over 22million social media impressions • 5,500+ user submitted pieces of content in under a month • +41% of engaged fans were motivated to enrol in further study

SEEK Learning, an Australian online education provider, came to us to grow interest in their further education courses at a time when they had fallen far behind most other learning institutions. The target audience was social media users aged between 18-45 who may or may not have completed further education courses in the past. From the insight that humans have an insatiable appetite for sharing intriguing and informative bite-sized facts, a new platform for fans to interact with SEEK was born: Learnings from SEEK Learning – tidbits of knowledge fed out socially to inspire the nation to learn more.