The Campaign

The LSBF Go Further movement was launched to symbolise the notion of moving forward collectively and the school’s continuous pursuit of excellence. So when the school urges all to “go further”, it’s not just appealing to our potential students to “go further” with LSBF; it’s a promise that the school will exceed their expectations.

Creative Execution

#LSBFGoFurther is a year-long campaign that spans across online and offline mediums. Our activities were fully integrated in the offline marketing plans to ensure holistic coordination of all marketing elements. Part of the exciting rollout was creating a jingle, using a catchy rhythm as a new set of strategy in audience engagement. LSBF is believed to be the first private education institution (PEI) in Singapore to have its own jingle. Using the jingle as the theme, the team created a campaign which comprises fun videos and social media activities to attract the millennial audience. All our outreach events, including our largest outdoor roadshow in February this year, are interlinked with our social media efforts.

Overall, our campaign has piqued curiosity and interest and exceeded acquisition results. Besides an increase in leads generation, we have also witnessed growth across our social media channels. Some highlights: - Facebook: Over 92,000 more fans than four of our competitor PEIs combined; 103% increase in post engagement in May 2017 - YouTube: 100.81% increase in views from 2016; 116.36% increase in shares from 2016 - LinkedIn: Over 200% more followers since May 2016; 495% more post clicks since Jan 2017; Over 53K more impressions since Jan 2017 - Instagram: 26% increase in followers from 2016; 800-1000 impressions on average in the past two months - Twitter: 26% increase in followers from 2016; 280 more followers on average per month

#LSBFGoFurther is geared towards two important audiences: prospective students and its staff. It was also made as an internal branding effort, consistent with the external messaging to bring about synergies that benefit the school. What the team aims to do is to inspire behaviour. #LSBFGoFurther is the digital part of a year-long branding campaign. The digital campaign was formed to enable a more personal interaction between our products and the community. To this end, the team generated content and activities to spur two-way conversations on our different social media channels.