Where we become together
For the first time in a long time, beds were empty in UNSW accommodation. Through interviews and surveys with students we found that the more they had seen and felt of the university experience, the stronger their affinity for it. Our campaign, ‘Where we become together’, distilled the experience of living at UNSW.
We needed prospective residents to feel part of UNSW college life before they’d even arrived — no matter where in the world they were from. We chose Instagram Stories as a frame to show the experience of a first-year. As a more spontaneous, personal and ephemeral format, it’s in stark contrast to the highly curated grid and offered a more authentic portrait of life at UNSW accommodation.
14x campaign ROI
The ‘Where we become together’ campaign saw a 14x campaign ROI with an estimated value of $360k. The campaign reached 150% of its click targets with over 7,600 clicks.
Our next task was to develop a campaign that not only encouraged new students to consider on-campus living, but also entice existing students that may have left due to COVID-19 to reapply.
We met students’ curiosity with a responsive quiz that matched students to the culture of each college or apartment through their preferences and personalities. Students were prompted via targeted digital displays and social ads, with results delivered via web and email. The tailored results featured our updated photography and essential information about each college or apartment.
The quiz exceeded all required targets, with over 5,000 unique visitors to the page and a 79% quiz completion rate. From a target of 500, the quiz captured 1,255 leads and generated 151 lease applications (more than 300% above the target goal of 50 lease applications).