Title | LEARNINGS FROM SEEK LEARNINGS |
Brand | SEEK |
Product / Service | ONLINE EDUCATION PROVIDER |
Category | A06. Use of Social in a Direct Campaign |
Entrant | LEO 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 |
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 |
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.
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.
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.
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