Kangan Institute partnered with Social Garden to create a digital campaign focused on recruiting prospective international students living in Victoria. We ran a User Generated Content advertising campaigns across Facebook and Google to acquire leads and convert them into student applications, driving international students through the doors.
Towards the end of 2019, Social Garden and the Kangan Institute team partnered to promote the courses provided by the institute across Melbourne and Bendigo.
Increase in CTR between video creative vs static
New prospects generated, with more than half profiled.
Profiled leads
2019 - 2020
Digital Advertising (Facebook + Google)
Lead Generation
User Generated Content
The Social Garden team, led by Account Director, Rosie Brown, and Bendigo Kangan Institute worked closely to produce User-Generated Video Content using international students to align the campaign with their objective to increase student recruitment and target the onshore international student pool.
Our strategy focused on finding target onshore international students interested in specific study areas.
This meant building qualified audiences from 1st party data and using lookalike audiences to ensure that potential onshore international students received lead generation ads to guide them to registration.
Working closely to understand the different target audiences, we discovered that targeting prospects who spoke specific international languages, lived in Melbourne or Bendigo and also fit into our target age range was shown to have the greatest level of engagement and conversion rate.
“Initially it was a challenge – targeting international students living onshore isn’t easy! But after ongoing, audience updates and optimisations we successfully found a strategy which allowed us to target the right prospects .”
The lead capture page acted as a destination for prospecting and retargeting traffic to find out more information by providing their details.
After working closely with our client, the creative team developed ads that:
The most successful content we produced featured real student testimonials. The focus for this content was:
The best performing advertising variants included location-based study keywords aligned with international student searches ie. ‘Study in Australia’ and ‘Study In Victoria’. This was highly successful with ‘Study in Australia’ copy.
Increase in CTR between creative vs static
New prospects generated, with more than half profiled
Profiled leads
