Raising Awareness of Higher Education Options for Foreigners in Australia

CreatorDB has worked with Australian Education institutions to promote the possibility to study in Australia for South-East Asian and Japanese youth.

Along with more traditional mediums of advertising many Australian education institutes employ influencer marketing to approach potential students and introduce them to their offering.

Influencer marketing allowed these institutions to present themselves in a new light, not only highlighting the course offering but also the experience of studying abroad itself.

After the first iteration of the campaign two things become clear:

Short video content was the best-performing type of content

No platform had a clear advantage over the others

Taking into consideration these findings, from the second iteration the campaign started to focus on multichannel collaborations in order to cover as many social media as possible.

In order to keep videos as the main media of the campaign creators that strongly use TikTok or Instagram Reels.

By identifying Views and Clicks as KPIs the ultimate goal of the campaign is brand awareness.

Generating 3.5+ million views and over 15k clicks the campaign surpassed the results of digital ads when cost is taken into consideration.

A series of webinars in which the creator could directly answer questions about studying abroad. These seminars were capped at 100 participants and frequently fully booked showing a great level of interest from the audience.

We can estimate the value of the campaign by taking into consideration the estimated lifetime value of a student ($50k USD) and the estimated conversion rate from the client website visits (1 every 3.500 visits) the campaign is expected to have generated over $200k USD in expected value.

While not many educational institutions use influencer marketing to promote their offerings through our experience we found that they can deeply benefit by establishing strategic partnerships with relevant content creators.

Not only do influencers allow targeting audiences highly connected with institutions’ offerings but they also allow framing the whole experience of studying abroad in a much more holistic way.

Compared to traditional ads, influencer sponsorships allow for more context and a larger focus on social aspects that can go a long way to persuade.

In our experience, the “perfect” integration comes from a creator who has a connection with the school offering but is also able to show the more adventurous side of studying abroad.