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Université Libre de Bruxelles case study

ULB

Enable Belgian and French students leaving secondary school to discover the opportunities that the University offers in terms of education, development, benefits and support.

Strategy , Content , Social Media , Digital

The context

The Université de Bruxelles (ULB) covers a large number of academic disciplines, by closely associating teaching and research. Four scientific Nobel Prizes, one Fields Medal, three Wolf Prizes, among its researchers and former students, are proof of the University's long tradition of excellence. However, the academic offer is gradually expanding each year and it is essential to continue to attract younger generations, in order to recruit them. The ULB therefore wishes to increase its reputation and appeal to new generations of students.

The challenge

To invite students to (re)discover the ULB. More specifically, to enable Belgian and French students leaving secondary school, as well as students wishing to join the Masters programme, to discover the opportunities that the University offers in terms of education, development, benefits and support. For some faculties in particular, such as the Ecole Polytechnique, specific support was requested.

The Solution

Voice used social networks to support enrolment at the Université de Bruxelles, to reach secondary school-leavers and students interested in joining a Masters course. To do so, different strategies adapted and personalised for each audience have been put in place to deliver a very precise message to the relevant targets.

Among the platforms used were Snapchat and Instagram, with its live stories to reach the targets’ core. Nowadays it’s essential to tap into the preoccupations of generations Y and Z – for example through memes and GIFs – in order to ‘speak’ to future students. This allowed Voice to turn a more serious subject into a genuine recruitment campaign and to get closer to the heart of the target.

The result

As a result of these campaigns, the ULB reached more than 440,576 parents and students. Thanks to the recruitment of students through the Voice campaigns, the ULB saw a major increase in registrations (+ 4,000) at the start of the 2019 academic year, plus qualitative traffic to the dedicated pages.

14.000
Unique link clicks to the dedicated pages via Facebook and Instagram, with a very low cost per click.
12.000
Snapchat
swipe ups.
440.576
People reached by the campaigns.

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