Telling the ANU story through the people who live it

ANU College of Law wanted more bright minds in its postgraduate programs for Semester 2, 2023. Our twist on the usual playbook: user-generated content spotlighting the academics themselves alongside proud alumni, telling the ANU story through real faces across a five-month campaign.

Client: Australian National University
Industry: Education
Solutions: Creative & Content
Services: Video Marketing, Content Marketing, Social Media Marketing
Region: Australia

Conversion rate from traffic to lead capture

13%

Leads generated over five months

1,239

Cost per lead

$22.46

CTR on the top videos, above industry benchmark

1.38%

The challenge

Postgraduate law carries specific entry requirements, so volume alone was worthless: the campaign had to produce high-quality, application-ready leads, and it had to cut through with an audience that has seen every glossy university ad already.

Our solution

Authentic content met an omni-channel build. Precision LinkedIn targeting zeroed in on application-ready prospects, Meta built top-of-funnel awareness with UGC before strategically retargeting engaged audiences, and Google captured the undecided with non-branded keywords like “study JD” and “law Canberra”.

We diversified the UGC with insights from both academics and alumni for depth and relatability, experimented with Google Assets, and kept the landing page converting at 13%, above industry benchmarks, as friction-free on mobile as on desktop.

The results

1,239 leads over five months at a $22.46 CPL, with two UGC videos hitting a 1.38% click-through rate on Facebook, above the education industry benchmark, proof the right faces were reaching the right future lawyers.

From the team

What made this campaign a real success was championing the student voice through the imagery in the creative and talent in the UGC. Through this, mixed with our omnichannel approach to targeting using Meta, Google and Linkedin, we were able to target prospects in a variety of ways to get the best quality leads.