Engaging & Inspiring Women Across
the Globe to Consider STEM

The #MySTEMjourney campaign was a world-wide initiative to reach, engage, and inspire more people (in-particular young adults) to consider STEM careers and enrol on STEM related courses.

Science, technology,

engineering and maths.

Having invested heavily in creating a powerful brand and becoming one of the top Universities in the country, our client wanted to spread some of their powerful messaging and support networks across the globe to past, present, and potential students.

Our job was to develop and execute a comprehensive strategy that promoted the support available to young people looking to get into the world of STEM. The campaign need to achieve relevant global reach whilst monitoring key metrics to help measure the campaign a success.

The KPIs for this campaign included reach within the target audience, traffic volume to dedicated and optimised landing pages, interactive poll results and video engagements. We not only ensured that we provided these key metrics, we also went above and beyond, tracking extra KPIs internally to give us a greater chance of success.

#MySTEMjourney

#MySTEMjourney

Facebook & Instagram

advertising produced

excellent results.

Our overall strategy was simple: go BIG. Once we detailed our target audience personas, we knew we needed to reach as many people in our relevant target markets as possible. So, that’s what we did.

We utilised some of the latest tools on Facebook & Instagram advertising to ensure that we created both powerful and engaging content, whilst capturing relevant audiences to further target with more relevant messaging as we developed the campaign.

Utilising advanced retargeting techniques to keep it relevant.

One of our key metrics from the start was to ensure this campaign was engaging for our target audience. Although global reach was important, global engagement was crucial. Through video polls, interactive landing pages, and direct story videos, we were able to interact with audiences effectively to deliver the right message, to the right people, every time.

The Results

“By far the best team I’ve ever worked with. They truly understood the look I was going for and completely nailed it!”

Millions reached and a huge impact made with minimal budget.

Through a thought-out strategy, careful planning, the latest technology and really understanding the audience, we were able to go above and beyond the client’s expectations for the campaign on a relatively small budget.

This campaign was all about delivering a powerful message, using the University’s strong branding presence, into markets they were not as strong in previously and building on those that had already worked in.

3

Individuals reached throughout the campaign

10

Visits to dedicated, interactive landing pages

55

Countries targeted throughout this campaign

”We have worked with Divide on a couple of projects so we knew they would be able to help elevate our campaign #MySTEMjourney. They are easy to work with, transparent and very responsive. Reece met with us a couple of times to get a feel for what we wanted to achieve as well as an understanding of the overall campaign aims. I like their personal and professional approach – they have the balance spot on

Claire BeaneyGlobal Digital Media Officer

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