increase in Facebook reach
new user sessions
website goal conversions
When the Lifelong Learning Centre at the University of Leeds started experiencing reduced take-up for their Learning and Teaching Course they tasked us with raising greater awareness through their social media channels, with the ultimate aim of increasing registrations outright.
Following a ‘Listen & Learn’ exercise to fully understand the audience’s drives and challenges we created a campaign based on real people and experiences, highlighting the benefits and flexibility of the course as well as the support available from the university. A three-month plan was then drawn up that included elements such as daily tweets with a bespoke hashtag, targeted Facebook advertising and a new range of imagery published on the Facebook feed to stand out more prominently from regular content and push the benfits of the course in a more concerted manner.
The social media content published as part of the campaign drove a considerable number of new users to the specially designed website. With the help of strongly targeted Facebook advertising campaigns we were able to introduce new, receptive users to the Lifelong Learning Centre's Facebook page and deliver eight directly attributable social conversions. On a wider scale this activity led to a 4502% increase in reach across Facebook and hundreds of new page likes, putting the Centre and its course in a much more robust position long-term.