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Challenge

Creating a fun and innovative online experience for prospective students who weren’t able to attend the university’s Open Day on 24 July 2016.

 

Solution

King Content developed an idea that was not only a first for the university, but for the entire Australian education sector: Open Day via Facebook Live and Snapchat.  It was:

  • A real-time experience for prospective students that was raw, authentic and showcased the best of Griffith.
  • A pre-event social strategy to promote the event and ensure an engaged audience on the day.
  • Worked with talent and directors to stream seven live videos on the day with students and lecturers.
  • Separate Snapchat strategy and competition to capture the Snapchat audience and grow the audience on that new platform for Griffith.
  • Targeted promotion of video content.

 

Results

Between 19 and 28 July, the following results were achieved:

  • 1.85 million impressions (from both images and Live video, pre-event and during the event).
  • 57,000 Facebook Live video views on the day.
  • 21,114 total minutes watched on Facebook Live.
  • Organically increased GU’s Facebook community by 1000+ in a week.
  • CPV of Live videos as low as $0.02 to relevant targeted audiences.
  • 9000 engagements on images and videos.
  • 4 competitions run on Snapchat across the day with more than 400+ views each.