UGC Doubles Conversion Rate for College
Centennial College's focus on user-generated content (UGC) as a core marketing strategy has produced significant results. The campaign delivered a doubled conversion rate, a 261% increase in paid traffic, and 12% more new website users. Approximately 75% of the college's awareness campaigns utilized video, highlighting the medium's importance in student recruitment and engagement.
- The campaign's success was highlighted by Emma Jamieson, Marketing Manager at Centennial College, who explained the strategic shift to user-generated content (UGC). - This strategic pivot to UGC was partly a response to financial pressures resulting from changes in Canadian international student policy. - Rather than increasing the marketing budget, the college's team focused on repurposing existing organic content created by students, alumni, and staff. - The UGC approach was designed to be more authentic and trustworthy in an environment increasingly populated by AI-generated content. - The content strategy focused on videos that felt native to platforms like TikTok, Instagram Reels, and YouTube Shorts, while still aligning with the college's broader marketing goals. - This initiative was part of a larger digital engagement strategy at Centennial College, which includes preparing students for industry certifications like Google Ads, Google Analytics, and Facebook Blueprint.
