DATE
May 2021 - June 2022
ROLE
01
The Background
New Zealand's borders closed to non-citizens in March 2020, to combat the spread of COVID-19. This left many international students with no choice but to maintain their studies online and overseas. When the country's borders reopened, we had to be ready with marketing messaging.
02
The Approach
We consulted with a design agency to establish a visual language: images would sit within content blocks that represented an open window. The written language connotes a change: the open borders represent students' revived openness to new connections, new experiences, and new opportunities.
03
In the Market
We ran ads on Facebook, Instagram, TikTok, and YouTube, and updated the international side of the website with the new branding.
04
The Results
With the Open Campaign running, we increased trimester intakes by nearly 50% YoY. Based on quantitative surveys we ran in the months after the campaign, we can attribute those conversions to a combination of New Zealand's less restrictive borders and the timing, placement, and language of the campaign.