NUS Lee Kuan Yew School of Public Policy
At A Glance
Student recruitment is a year-long process which starts with lead generation in selected countries across the world. In the past, the team within LKY School would attract leads through promotional activities, such as face- to-face events, information sessions or post-graduate exhibitions. These tactics required heavy investments in time and money, due to the extensive travel needed. It was also difficult to scale up their marketing efforts and expand our reach to a wider audience.
Before Brew Interactive, the External Affairs & Marketing team started a trial campaign in 2015 to attract leads by running Facebook ads. A total of 1,380 leads were generated at a high cost-per-lead of approximately $80.
Post-campaign analysis has led them to believe that the campaign results and ROI can be further improved. That was when Brew Interactive was brought on.
When Brew Interactive was engaged in 2016, the agency focused on a two-pronged approach.
1. Pushing out engaging content using the Contagious Content framework.
Content that drives value to the audience as
opposed to promotional content
Content that drives value to the audience as opposed to promotional content
Human Interest content in bite sized formats
in various formats such as video, animation or infographics
Human Interest content in bite sized formats in various formats such as video, animation or infographics
Preparing content ahead of trending issues such
that they can be deployed ‘real time’
Preparing content ahead of trending issues such that they can be deployed ‘real time’
2. Continuous testing and optimisation:
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