How we achieved a 13% conversion rate with UGC featuring academics & students

Australian National University College of Law was on a mission: get more bright minds enrolled in their postgraduate law programs for Semester 2, 2023.

They had the reputation and the courses, but they needed some extra oomph in their advertising. That’s where we stepped in.

Our game plan? A fresh, lively mix of user-generated content and sleek static creatives. But here’s the twist — we spotlighted the real deal, the academics themselves, alongside proud alumni. This wasn’t about throwing facts and figures, but telling the ANU story through the people who live it every day. Across this 5-month campaign, showing real faces and telling real stories is how we’d connect with future law leaders on a whole new level.

1,239 leads

generated over 5 months

1.38% CTR

for our top-performing videos (above industry standard)

13% conversion rate

from traffic to lead capture

The Team

Chamalee Karunanayake | Account Director
Sasa Atienza | Account Manager
Darcy Keely | Senior Digital Marketing Strategist
Santiago Garcia | Campaign Manager
Nicholas Failla | Copywriter
Ryan Benniston | Senior Designer

Maximising success: authentic content & an omni-channel approach

For ANU College of Law's campaign, we nailed it with a strategy that delivered 1,239 leads at a $22.46 CPL over 5 months. Our secret weapon? Precision targeting on LinkedIn. With postgrad law having such specific entry requirements, we zeroed in on creating high-quality, application-ready leads.

Meta played a pivotal role in building top-of-funnel awareness. Here, we showcased authentic user-generated content, drawing in those initial interests and then strategically retargeting them. But the real game-changer was Google. Our approach with ‘non-branded’ keywords like ‘study JD’ and ‘law Canberra’ was spot-on, capturing those in the know about studying law but undecided on the 'where'.

In terms of optimisations, we smartly diversified our UGC by bringing in a blend of insights from both academics and alumni. This added depth and relatability to our content. Experimentation was key here, too — like introducing Google Assets (formerly known as Extensions) to explore new avenues. And let's not forget about our landing page — maintaining a 13% conversion rate (that’s above industry benchmarks), it was as user-friendly on mobile as on desktop. This campaign struck the right note by connecting the right students with their ideal law school journey.

CTR is a breeze with UGC

We had not one, but two of our UGC videos for this campaign hit an awesome click-through rate of 1.38% on Facebook — which is above our education industry benchmark. This shows that we’re serving engaging content to the right people, on the right platform.

Check them out here:

“What made this campaign a real success was championing the student voice through the imagery in the creative and talent in the UGC. Through this, mixed with our omnichannel approach to targeting using Meta, Google and Linkedin, we were able to target prospects in a variety of ways to get the best 
quality leads.”

— Chamalee Karunanayake

 Account Director

There’s more where that came from

Take a look at some other videos we produced with the incredible talent from ANU College of Law: