LEARNINGS FROM SEEK LEARNINGS

TitleLEARNINGS FROM SEEK LEARNINGS
BrandSEEK
Product / ServiceONLINE EDUCATION PROVIDER
CategoryA06. Use of Social in a Direct Campaign
EntrantLEO BURNETT MELBOURNE, AUSTRALIA
Entrant Company LEO BURNETT MELBOURNE, AUSTRALIA
Advertising Agency LEO BURNETT MELBOURNE, AUSTRALIA
Media Agency MEDIACOM Sydney, AUSTRALIA
Production Company KOJO Cremorne, AUSTRALIA

Credits

Name Company Position
Jason Williams Leo Burnett Melbourne Executive Creative Director
Andrew Woodhead Leo Burnett Melbourne Creative Director
Daniel Sparkes Leo Burnett Melbourne Art Director
Edward Heckes Leo Burnett Melbourne Copywriter
Cinnamon Darvall Leo Burnett Melbourne Senior Broadcast Producer
Maria Borowski Leo Burnett Melbourne Junior Broadcast Producer
Nicole Ross Leo Burnett Melbourne Executive Digital Producer
Ari Sztal Leo Burnett Melbourne Group Account Director
Adam Jaffrey Leo Burnett Melbourne Account Executive
Jenny Dickson SEEK Marketing Manager
Mitchell Lawson SEEK Brand Manager
Jason Ball SEEK Brand Marketing Coordinator

The Brief

SEEK Learning, an Australian online education provider, needed to generate awareness of their course offerings at a time when the brand had fallen far behind other learning institutions. The objectives of the campaign were to increase brand awareness relative to the competition, increase fan engagement with the brand and ultimately, increase enrolments for SEEK Learning courses – all on a very limited budget.

Creative Execution

From the original 25 pieces of content, over 5,500 user-generated Learnings were submitted. All of these were repurposed as further waves of branded content which heroed the fans, resulting in turn them sharing the now branded facts as their own. For an online education facilitator like SEEK, a campaign that whetted the appetite of the general public for learning, and then inspired them to seek out more learning opportunities served as a successful way to stand out from competitors in the market. Fans connected to SEEK leading to increased engagement, recognition and enrolments.

Describe the creative solution to the brief/objective.

Hijacking the online trend of people sharing bite-sized facts, ‘Learnings from SEEK Learning’ offered up intriguing tidbits of knowledge, whetting people’s appetites for learning. The idea was to inspire people to respond in turn to the campaign with their own facts, which could be repurposed and used socially, heroing the fans as authors and spread the SEEK brand further. We then compiled the best user-Learnings into a eBook compendium, serving as another point of interaction with the brand, a source of knowledge and as a permanent reminder of SEEK on people’s devices.

Results

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