Results and Effectiveness

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

Creative Execution

From the beginning of the campaign, 25 branded Learnings were designed as sound bites people could easily consume, share, and then mimic with their own submissions. Seeded via radio and online, social was the main stage the campaign played out, heroing fans who got involved right from the beginning. Every user generated Learning was repurposed and immediately fed back via social, so the author would be enticed to share their now branded work with their network. At the same time, YouTube and Facebook kept the original 25 pieces of content visible, attracting new fans to the campaign via an ever growing pool of user/branded content. Creation of a 100% user generated eBook meant fans were kept engaged and heroed once again, encouraging them to spread their book socially, reconnecting everyone touched by the campaign and serving as a permanent reminder of the brand on their e-devices.

Insights, Strategy and the Idea

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.