The competition is very simple and evolves around uploading a short video about your own experience as a person living and studying abroad in the UK, for the chance to win cash and/or an iPod Touch
I have to say, at first I was a bit confused as I couldn’t understand why I should think about existing international students in the UK as my first target audience for such campaign, when they are probably the last people i should convince to come and study over here….
After thinking about it for a second, the whole thing became clear… they simply need advocates; and being social media probably the best and first way for these students to be in touch with their friends back home, it becomes both the most relevant and important space for them to share this experience with their peers.
There is a simple strategy here which sits on a loyalty ladder: from non-existing consumers all the way up to advocates… (Thanks Lydia to remind me about this!)
The British Council are not communicating straight to the ones who could potentially become international students in the UK (non-existing audience/prospect) but they are simply creating a two-way-conversation between the brand and their existing ‘consumers’ to facilitate a stronger relationship and turn the latter into loyal advocates.
These are the ones who are going to upload their experiences as students abroad in the UK, sharing their videos throughout their social media spaces, allowing their experience to be shared and talked about… They are the ones who are going to create a nice positive feedback about the whole experience, which is going to be appealing enough to the ones who haven’t experienced this yet!
Easy Peasy eh?
The moral here is: “To reach your marketing objective, always think very carefully about the ones you want to engage in the conversation. The people you may want to reach in this case are not necessarily the ones to talk to…”
This is definitely something loads of brands tend to forget… what do you think?