Four video campaigns, each speaking a different market's language

University of Wollongong: region-tuned video for global recruitment

The University of Wollongong partnered with The Garden to sharpen its international recruitment with a multi-platform video campaign. With regulatory shifts, visa restrictions and rising global competition reshaping international education, UOW needed content that engaged prospective students region by region: India, Bangladesh, Vietnam, the Philippines and Indonesia.

Client: University of Wollongong
Industry: Education
Solutions: Creative & Content
Region: Australia

Tailored video campaigns, tuned by region and platform

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The challenge

International education’s landscape was moving under everyone’s feet: regulatory shifts, visa restrictions and intensifying global competition. Reaching prospective students across five distinct markets meant content that respected what motivates each region differently, rather than one global message stretched thin.

Our solution

We created four tailored video assets, each addressing the unique motivations of students in different regions. Two Masters in Two Years ran three Meta videos promoting UOW’s dual-campus program to students in India and Bangladesh, highlighting the efficiency of earning two degrees in two years. Opportunity is Now took UOW’s scholarships and tuition discounts to YouTube as a skippable ad with energetic visuals. For China, in-language videos for WeChat and Little Red Book emphasised UOW’s community and alumni success stories.

The suite balanced the informational with the inspirational, from world-class education and extended Post-Study Work Rights as a regional university through to the lifestyle and safety of Wollongong itself.

The results

By adapting each video to platform and regional preferences, UOW reached its target audiences with content that genuinely resonated: a cohesive suite communicating the university’s appeal market by market rather than at them.

From the team

This campaign exemplifies how video content can bridge the gap between engagement and action, helping students see UOW College as the ideal place to begin their academic journey.