Enrollment for the University of Waikato had drastically declined. We were tasked with refreshing interest in the university and increasing applications by a whopping 10%. This, when research indicated 75% of potentials outside of the area had never really considered studying there. It just wasn’t on their radar. So we went where the kids hang out: bebo, the top social networking site amongst our target in NZ and beyond and invited them to take part in The Great Social Experiment to uncover what makes students happy.
BEBO PAGE: CHALLENGE 1
BEBO PAGE: CHALLENGE WINNER
THE PROFESSOR’S BLOG
THE WINNERS ANNOUNCEMENT
THE GREAT SOCIAL EXPERIMENT ON BEBO
We held a mock ‘happiness’ experiment: The Great Social Experiment: Uncovering What Makes Students Happy. The Experiment was led by a ‘visiting Professor of Well- Being’ with the objective of measuring the happiness of Waikato students — to ultimately show prospects that at Waikato Uni, that they can get a good education AND have a great time.
THE CHALLENGES
The Professor posed seven challenges to seven Waikato students. They were given video cameras and asked to record life at Waikato and demonstrate why it’s a great place to study. Challenges like ‘ Show us how you spend a Saturday night out’ or ‘What are the best things about going to Waikato Uni?’
Videos were posted on the bebo page each week for voting. The student winning the most challenges took home $3000 in Air New Zealand vouchers.
THE HAPPINESS QUIZ
We also incentivized visitors to take the Happiness Quiz to capture prospects’ interests and intention of tertiary study.
Qualified prospects were later contacted by the university’s recruiting staff to talk about the degrees the offer, especially those relating to their answers from the Quiz. This was the beginning of a conversation that would carry on all the way through to enrollment.
HOW WE GOT THE WORD OUT
We used print, radio, outdoor, bus backs, bus interiors and most importantly, the ‘Guinea Pigs’ own social networks to promote the Experiment.
THE RESULTS
Applications went up by 25% on the previous year as a direct result of this campaign. 40,000 visits to the Waikato profile, over 600 friends, and 3000 prospects took the quiz.
THE PROFESSOR
THE GUINEA PIGS
RADIO
BUS BACKS AND INTERIORS
