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 behind most other learning institutions. The objectives of the campaign were to increase brand awareness, increase new customer engagement through promotional activity from the brand and ultimately, increase enrolments for SEEK Learning courses. With this in mind, a strategy was developed that harnessed the online trend of people sharing bite-sized facts, creating a branded platform for content that hijacked this behaviour.

Describe how the promotion developed from concept to implementation

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 share their own facts, which could be repurposed and used socially to spread the SEEK brand. Then, we would compile the best user-Learnings into an eBook. This would serve as another point of interaction with the brand, a source of knowledge and a permanent reminder on people’s devices.

Describe the success of the promotion with both client and consumer including some quantifiable 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

Explain why the method of promotion was most relevant to the product or service

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.