DISCOVER PROJECT
Social search with iQ Students
Social search with iQ Students
CLIENT
iQ Students
PROJECT OVERVIEW
We made the one of the largest financial decisions of young adult lives easier by making their social search easier.
We made the one of the largest financial decisions of young adult lives easier by making their social search easier.
CHALLENGE
We needed to make iQ Student Accommodation the most visible and trusted brand in student accommodation, in the cities where it operates, then convert that attention into action AKA booking the accommodation.
We needed to make iQ Student Accommodation the most visible and trusted brand in student accommodation, in the cities where it operates, then convert that attention into action AKA booking the accommodation.
INSIGHT
We needed to win on two fronts: Discovery - students searching for where to live in their chosen university city, wanting to see and hear from real students already there, not a polished brochure video Validation - students who had shortlisted or already selected an iQ site, actively seeking out honest resident testimony and room tours to reassure themselves before committing to a significant financial outlay
We needed to win on two fronts: Discovery - students searching for where to live in their chosen university city, wanting to see and hear from real students already there, not a polished brochure video Validation - students who had shortlisted or already selected an iQ site, actively seeking out honest resident testimony and room tours to reassure themselves before committing to a significant financial outlay
SOLUTION
We audited iQ's visibility across its 10 priority university cities, benchmarking against competitors and interrogating over 1,000 individual search prompts to see which creators and which content formats were the ones prospective students were actually finding, watching and trusting at each stage of their decision. Then, we identified and partnered with genuine student creators local to each priority city, people already living the university experience iQ was selling into as well as using real residents.
We audited iQ's visibility across its 10 priority university cities, benchmarking against competitors and interrogating over 1,000 individual search prompts to see which creators and which content formats were the ones prospective students were actually finding, watching and trusting at each stage of their decision. Then, we identified and partnered with genuine student creators local to each priority city, people already living the university experience iQ was selling into as well as using real residents.
OUTCOME & RESULTS
We generated 400,000 views of the iQ Accommodation on relevant searches. This made it the most visible student accommodation provider in social search across its priority cities (as well as a +28% increase in visibility over the course of the campaign). Most tellingly, iQ visibility reached 3x that of its nearest competitor, and they had the best like-for-like trading performance by that stage in the academic year.
We generated 400,000 views of the iQ Accommodation on relevant searches. This made it the most visible student accommodation provider in social search across its priority cities (as well as a +28% increase in visibility over the course of the campaign). Most tellingly, iQ visibility reached 3x that of its nearest competitor, and they had the best like-for-like trading performance by that stage in the academic year.
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