University of Canterbury
Caroline asked us to develop the video strategy and production of UCMe, the university’s flagship domestic student recruitment campaign which covers all forms of media from out of home to digital. UC recognised the power of video content as part of their marketing mix.
For the third year in a row now, we have been producing 124 videos annually for UC’s UCMe campaign.
Through research (and experience as UC Alumni) we recognised that UC has a unique offering amongst other universities. UC has a real strength and variety in the clubs and societies culture and that is unique to the UC campus. We believed that it was important to showcase not just what the student was studying at UC, but also their extra-curricular activities, hobbies and interests.
The creative challenge was to create videos that were testimonial by nature, but had a casual and conversational feel to them.
In order to produce this campaign, we have to work quickly and efficiently in order to create quality video content en-masse. Our team meets 4-5 students in the first week of each filming month, and then all storyboarding, filming and editing is complete within 3 weeks. This enables the videos to go to market on the first day of the following month.
Having a collection of new content has been, and continues to be, an important part of the UCMe strategy. In order for Gen-Z to build a relationship with a brand, they need fresh, new content regularly. By giving UC the ability to share 10 different experiences every month, UC is seeing video views and engagement results up year on year on year for the University of Canterbury. Greater video views & engagement has meant that UC has had consistent visibility in front of their target market of prospective students, leading to 3,500+ clicks through to their website from our videos per week!
The UCMe video testimonial campaign is executed across all major social media platforms
(Facebook, Instagram, Tiktok & Snapchat).