University of Victoria
Global Brand Campaign to Boost International Awareness
overview
The University of Victoria (UVic) is one of Canada’s leading research-intensive universities. Located on the BC coast, UVic is home to over 3,500 students in 160+ graduate programs and holds a global reputation for quality and innovation. UVic partnered with M1 Agency to launch an impactful international brand campaign aimed at boosting global visibility and driving recruitment for the 2024/25 academic year. Our work encompassed comprehensive research, media planning, creative conceptualization, landing page design, and the execution of full-service advertising campaigns across nine different countries.
The Challenge
While UVic is highly respected, they needed to aggressively break through the noise in highly competitive international education markets. The objective was to increase global visibility and drive tangible recruitment actions among three distinct and challenging audiences: young prospective students, their parents, and global ranking influencers. UVic required a cohesive strategy capable of penetrating diverse markets—including the USA, India, Germany, Japan, and Saudi Arabia—to hit ambitious international enrollment and web traffic targets.
OUR APPROACH
M1 spearheaded the full spectrum of the campaign, from initial ideation and strategy to media planning and buying. We developed a dynamic creative direction and implemented highly targeted ad assets across Meta, Google, and diverse programmatic channels. To capture and convert this global traffic, we designed and developed a dedicated campaign landing page—handling everything from wire-framing to final UX/UI design and copywriting—ensuring the user experience was perfectly optimized to speak directly to all three target audiences.
Partnership
Acting as an extension of UVic's team, our partnership required navigating the complexities of a massive, multi-regional rollout. We successfully implemented and managed campaigns across nine distinct country markets simultaneously, continuously monitoring performance, optimizing ad spend, and delivering comprehensive reporting. This cohesive approach ensured UVic was consistently positioned as a global leader in higher education across every digital touchpoint.
Results
We orchestrated a formidable international campaign that completely shattered all set KPIs and established a new benchmark for digital engagement.
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Clicks, with an 8% average click through rate
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Increase in global web traffic
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Increase in US web traffic
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