How do you get future students, who already feel overwhelmed by choice, to stay engaged with a uni on social media after Open Day? University isn’t a light decision – it’s personal, emotional, and often uncertain. ECU knew driving real engagement needed more than information. We had to create something meaningful, memorable to get elusive Gen Zs to follow them on social media.
It started with a multi-channel media campaign to draw a record crowd to the Joondalup Campus Open Day. We rolled out a bold campaign that positioned Open Day not as an obligation, but as the start of something exciting. Through radio, digital, social and OOH, we brought ECU’s creative, student-first spirit to life.
But we didn’t stop there. To capitalise on the opportunity to engage with Gen Zs IRL, and turn attendance into long-term connection, we created the “Cookie Cart” TikTok activation – a simple, but compelling exchange: one follow = one cookie. The cost effective activity was a hit with future students and boosted ECU’s TikTok following.
The combined Open Day work in numbers:
The media campaign didn’t just hit targets, it smashed them:
The cookie activation built on the media campaign success and resulted in:
As a university social media team, we don’t have many opportunities to engage with our target audiences in real life. We tasked Rare with converting attendees at Open Day into TikTok followers so we could continue to keep them engaged with our brand beyond the one-day event. The cookies proved to be extremely popular, which, along with Rare’s entertaining approach, helped to bring new followers in a key demographic to our channels.
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