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Monday, 15 February 2016

As we welcome our Pitch the Course of the Future winner onto campus, it seems like a good time to review the campaign and review our achievements.

So what were we trying to do? Aside from gathering ideas for future course offerings, which was interesting in itself, we also had the important goal of increasing international awareness of UWA.

The world is vast, so to raise awareness cost effectively you need to be innovative; this is where the Pitch the Course of the Future competition came in. The simple fact is, advertising internationally is expensive. So rather than spend huge sums of money on a single print or television advertisement in one country, we decided to get creative.

By creating a unique competition, supported with limited digital advertising and heavy social media engagement, we built a platform for the campaign to take on a life of its own.

And it worked. Social media posts were shared around the world and we reached huge numbers of people across the globe. The numbers are impressive, and some well above target:

244 competition entries received, against a target of 50.

Top countries for entries were:

Brazil – 110                                   Australia- 32                                       India- 19                                             Singapore -6                                  Malaysia -4

Over 82,000 visits to the Pitch the Course of the Future website .

Top countries visiting the site:

Hong Kong - 17.77%                        Brazil - 17.16%                                  Malaysia - 15.67%                                 Singapore - 13.9%                           Australia - 9.44%

Finally, the digital advertisement was viewed 41.5 million times, against a target of 8 million.

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