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Project Overview / Challenge:
Today, universities boast about their top-tier education, but fail to prepare students for the real world. Gen-Z students often find it challenging to find the right tools & mentors that will guide them to reach their career goals. Our client, the American University in Dubai, wanted to communicate via a social media campaign that they do not only provide students with a high-quality education, but they also provide the tools and the alumni network that will connect students to experts from different fields and give them a chance to become leaders in their industries.
Creative Approach:
My role involved writing the creative brief - This included diving deep into the trends & insights on what students look for when applying to universities, identifying the target audience, and coming up with the campaign's strategic proposition, "Students Today, Leaders Tomorrow". Then, I worked closely with the creative team over several brainstorm sessions, and we visually translated a brief into a series of key visuals featuring illustrations of leaders, global superstars, and successful celebrities who have made waves throughout the world and are easily recognizable, such as the likes of Mark Zuckerberg, Oprah Winfrey, Greta Thunberg, and more.
Campaign Results:
The campaign was a huge success, with 2.5 million impressions and 20,000 link clicks. As a direct result of our campaign, the American University in Dubai received over 2,000 online registrations, clearly positioning them as the university of choice for students who want a bright future.
Campaign Results:
The campaign was a huge success, with 2.5 million impressions and 20,000 link clicks. As a direct result of our campaign, the American University in Dubai received over 2,000 online registrations, clearly positioning them as the university of choice for students who want a bright future.
