CASE STUDY
Global Brand Campaign to Boost International Awareness
PROJECT
The Project
SUMMARY
The University of Victoria (UVic), is one of Canada’s leading research-intensive universities. They are located in Victoria, on the BC coast. UVic is home to over 3,500 students studying in over 160 graduate programs, with a reputation for quality and innovation that’s respected around the world.
M1 Agency partnered with UVic to launch an impactful international brand campaign. Aimed at boosting global visibility and driving recruitment for the 2024/25 academic year, the campaign focused on awareness, clicks, and international enrolment. Targeting young students, their parents, and ranking influencers, it spanned diverse markets including India, Pakistan, Saudi Arabia, Vietnam, Germany, USA, Japan, and Australia. The agency’s strategy, thorough research, and creative execution led to significant web traffic increases, achieving a 10% rise in US web users and a 22% global surge. This comprehensive approach not only met but exceeded the set KPIs, enhancing UVic’s international stature.
SCOPE OF WORK
- RESEARCH & STRATEGY
- Concept Development & Ideation
- Media Planning & Buying
- Campaign Planning & Implementation
- Campaign Performance & Reporting
Campaigns
M1 Agency spearheaded a comprehensive advertising campaign for UVic, designed to amplify its international presence. Tasked with the full spectrum of campaign responsibilities, we crafted the strategy, developed the plan, and creatively conceptualized and designed all advertising assets. Our expertise extended to building and implementing these ads across major platforms like Google, Meta, and various programmatic channels. This multifaceted approach ensured a cohesive and dynamic outreach, effectively engaging potential students and influencers worldwide, thus positioning UVic as a global leader in higher education. The campaigns were run across 9 countries.
Landing Page
We supported the launch of the campaign landing page with precision, starting from wire-framing to the final design and copywriting. Our focus was on creating an engaging user experience that highlighted UVic’s global impact, optimizing every element to ensure maximum effectiveness but also address the three different target audiences. This landing page is not just a gateway; it’s a showcase of UVic’s commitment to academic excellence and international collaboration, designed to convert interest into action.
RESULTS
The RESULTS
M1 Agency orchestrated a formidable international campaign for the University of Victoria, achieving remarkable digital engagement and surpassing all set web-traffic KPIs. The campaign generated 69 million impressions and 3.5 million clicks, with an impressive 8% average click-through rate across all channels. The well-crafted landing page alone attracted 916,588 views and facilitated 95,248 onward clicks, evidencing the campaign’s effective reach and engagement. Through strategic planning and creative execution, M1 Agency not only met but significantly exceeded UVic’s goals, establishing a new benchmark for excellence in digital advertising.
3.5 M
Clicks
- SUCCESSFULLY BUILT THE BRAND FOR UVIC INTERNATIONALLY
- GOAL WAS 10% INCREASE IN US TRAFFIC, CAMPAIGN RESULTS WERE 44% AVERAGE MONTHLY INCREASE
- GOAL WAS 22% INCREASE IN GLOBAL TRAFFIC, CAMPAIGN RESULTS WERE 172% AVERAGE MONTHLY INCREASE
- OVER 69 MILLION IMPRESSIONS, 3.5 MILLION CLICKS
- IMPLEMENTED AND MANAGED 9 COUNTRY CAMPAIGNS
