How do you reach the whole world?

It’s not always easy to start meaningful interactions with audiences based halfway around the world. What we needed was to develop creatives that would stand out in a crowded marketplace, and really engage with our audiences.

We knew that students wanted a high quality, flexible education that will give them the foundation to work in their chosen career. We also knew that the rapid pace of global change was a source of fear for many. We decided to create messaging to leverage this motivation: “The world is changing – get ahead with Massey University.”

A lot of organisations use the ‘try as you go’ approach to digital marketing – but we knew that we’d need to lead with best practice techniques in order to use Massey’s budget wisely. We did everything from a/b/c testing in our search copy to researching if emojis do or don’t increase click-through rates. By reviewing and optimising daily – and collaborating regularly with Massey – we ensured our campaign was always performing at its peak.

Even the little details matter here. By making sure our leads were added Massey’s CRM system within a maximum of four days, our process meant that prospective students could be promptly followed up on.

With a total of 9,595 prospects, our adverts were seen more than 84 million times, shared on Facebook 490 times and earned nearly 491,000 engagements. But our work isn’t just about the numbers.

These are all the countries in the world where we earned leads – and these are some of the people behind them.

Since this campaign we’ve run multiple follow up campaigns, implementing adjustments and things we’ve learned from this campaign.

With every promotion, we learn more about Massey’s target audiences, and how to better engage them.