Western Sydney University

The objective

Challenging the norms in the educational sector

Western Sydney University is one of Australia's leading institutions and has been ranked in the top 250 universities globally. The university wanted to drive awareness of its Discover Western webinars amongst the recent high-school graduate audience by promoting Western Sydney University’s offerings, and at the same time, raising awareness with the goal of converting these target audiences into webinar registrants.

Initially, it was challenging for Western to target audiences that were under 18 as they were excluded from a number of interest-based targeting on platforms. However, the university knew that influencer marketing was on the rise, and wanted to challenge the status quo by partnering with creators in the educational sector.

The solution

Leveraging creators with large followings to grow its presence

Western knew that it was a priority to leverage geographical targeting and work with creators with high followings from Western Sydney to grow a presence and position itself as Western Sydney's number one university choice. With that, they turned to Australian agency Bohemia Group and Tribe, a TikTok Creative Marketing Partner with a specialty in Creator Marketing, for help.

Bohemia and Tribe got together over a call to brainstorm Western's challenges and ideas. With this information, Tribe developed a list of creators that would fit well from a strategy and brand perspective, ultimately settling on the top four. In their videos, the creators emphasized the details of the webinar using skits and voiceovers, with a call-to-action at the end of each video. The fun and organic nature of these videos, coupled with the right selection of Western Sydney-based creators that aligned with the overall brand goals, was key to attracting target audiences to sign up for the webinars, resulting in exceptional results for the campaign.

Once these videos were created, they were then promoted as Spark Ads on TikTok to gain further traction. Spark Ads allow brands to boost the organic posts of other creators as In-Feed Ads. The use of organic content as ads allowed Western to build its brand image and brand trust with users.

The results

Amassing high CTR for the campaign

TikTok provided an excellent platform for Tribe, Bohemia Group, and Western Sydney University to work together for the common purpose of driving quality engagement. Overall, the campaign amassed 39,970 clicks at a click-through rate of 0.80%, exceeding benchmarks. The campaign was a testament to partnering with creators, leveraging their bespoke audiences to drive significant engagement, which resulted in over 1,000 registrations to the webinar – an incredibly efficient CPA which was 45% below the initial forecast.