Let’s face it, the faculty of Languages and Humanities isn’t exactly #trending amongst 18-year-olds. They consider it dull, unhip and ‘bo...ring’. We therefore had a clear mission: making sure that this subject choice found itself firmly on the radar of the new generation of entrants.
The faculty and its courses needed a new identity, a face behind the name, and a new story. And who better to tell such a story than the proud students themselves?
So, we put them at the forefront of the digital marketing campaign. A campaign for students, by students. This made the message tangible and authentic to our 18-year-old target audience.
There launched 6 enthusiastic students in the role of ambassador for their course, who took viewers on a tour of the VUB, the subject, the campus, and life in the student apartments of Brussels. And our ambassadors were far from ‘bo...ring’. Meet Lula, Douglas, Karolien, Bill, Brenthe, and Umutesi. 6 students who proudly chose Languages and Humanities and are now proudly making themselves heard. Speak up!
Kunstwetenschappen en Archeologie alleen voor Indiana Jones wannabe's was? Huh?!
Charles A. Toro
There developed the website speakup.vub.be in order to put the faculty in the limelight. This formed part of a 100% digital (yup, Covid restrictions, sigh...) aimed at the new generation of entrants. And we invited students to the info sessions via Facebook, Instagram, YouTube, Snapchat, SEA, and GDN.
Our digital channels generated 80,000 clicks to the campaign site, with an average CTR of 2.45 and a CPC of 0.43. And with 205,000 + YouTube views, ours was the most popular video ever on the VUB channel! Languages and Humanities dull and outdated? We didn’t think so!
That’s exactly the question asked by new entrants. What comes after this not-so-dull-after-all course? What career path can I follow and what job can I get with my Philosophy & Literature qualification? I deserve a high-flying job after completing this apparently hip course, don’t I?
To answer this important question, we again deployed our six ambassadors. The most popular job opportunities were portrayed per course of study and, with the help of our familiar faces, new students were shown a much more realistic – and even rosy – future! There are plenty of options besides those of librarian and literary expert!
Second mission accomplished?
Yes sir! As if our first campaign wasn’t successful enough, the follow-up mission received even more praise! In 2022, our digital campaign had more than 14 million impressions and attracted in excess of 120,000 clicks to the campaign website. What’s more, the average CTR was 27% higher than that of the first mission. That’s a real mission accomplished!