The Great Expectations of Generation Z.
Forward thinking tech company StudentCom commissioned research into university accommodation and technology preferences of Generation Z. Looking to engage education professionals with young people to shift demand and place a firm focus on tech, we were happy to roll up our sleeves and build an integrated campaign around the release and marketing of the research results.
We wanted to use the data to position StudentCom as thought leaders and underline the market need for its services – hence the delivery of our highly visual campaign – The Great Expectations of Generation Z. Centred around animated videos and visuals of the research, our approach incorporated a mix of digital and offline comms to reach our audience.
The result? We over exceeded set KPIs against direct footfall and conversions within just four weeks. In total we directed 1,067 visits to the campaign page, 395 of which were from social media – resulting in over 500 goal completions, 66% higher than our agreed target.
In just six weeks we achieved:
- Abandonment rate of 0.00%
- 2k total Twitter impressions
- 43 re-tweets, 117 likes and 17 replies across Twitter
- 1,067 total web page views
- An emailer click through rate of 15.66% – 1.92 clicks per person
- Media reach of 140,038