Selling Melbourne to the world, one scroll-stopping video at a time

Study Melbourne needed the city positioned as a premium destination for international students: vibrant, world-class and safe. With international visa caps arriving in January 2025, the content had to give students worldwide the confidence to choose Melbourne, and it had to earn attention on their platforms, in their formats.

Client: Study Melbourne
Industry: Education
Solutions: Creative & Content
Services: Video Marketing, Content Marketing, Social Media Marketing
Region: Australia

Increase in engagements

43.3%

Increase in post clicks

92.7%

Post clicks

20,620

Engagement rate

6.5%

The challenge

Student recruitment was shifting under Study Melbourne’s feet. The content had to resonate across cultural and geographic boundaries while showcasing what makes Melbourne different, and it had to do so for audiences both onshore and offshore, each at a different stage of their journey to the city.

Our solution

We went video-first and channel-native. Content was filmed to fit each platform, tuned to how university students actually scroll, with a mentor-like tone that felt relatable across diverse audiences. Talent selection did the heavy lifting: people who reflected the audience’s own experiences and aspirations, so the content read as authentic rather than advertised.

Tailored personas per channel kept the messaging matched to each audience’s stage in the journey, and continuous optimisation sharpened what was working as the campaign ran.

The results

The campaign exceeded expectations across every segment: engagements up 43.3% at a 6.5% engagement rate, post clicks up 92.7% to 20,620, plus 579 shares and 250 saves from audiences who wanted to keep and pass the content on.

What our clients say

Our content strategy captured the essence of what makes Melbourne an ideal student destination. The video-first, relatable approach resonated perfectly with Study Melbourne's target audience.