West Australian Universities x Subscribe with Google
Campaign Overview
A tactical acquisition campaign offering students a West Digital Subscription for $1/month over 12 months, activated via a bespoke Subscribe with Google landing page. Originally exclusive to Curtin University in 2023, the 2024 rollout expanded to all WA universities to maximise reach and sign-ups.
Approach
We refined creative design and messaging to better resonate with a student audience, balancing clarity with a youthful, engaging tone. The campaign combined on-site assets, social content, and below-the-line university comms to capture attention at multiple touchpoints.
Deliverables
On-site assets: 2x landing page banners (1920x1080px)
Social (WAN): 4x tiles (1080x1350px), 4x stories (1080x1920px), including animation/carousels where possible
BTL university comms (Curtin): eDM banners, digital screens, Oasis banners/news, email banners, and social posts in multiple formats
Results
The campaign delivered outstanding results, achieving exponential engagement on Instagram and TikTok—the latter marking our first successful use of the platform. It became the paper’s most effective campaign targeting a student demographic. By testing new visual formats, we proved the value of presenting the product in fresh, dynamic ways, opening the door for future campaigns to build on this success.
Phone tiles created for different sections of the paper that speak to the uni student demo
Three versions of the main creative for the campaign that ran across socials