Motion Graphic Case Study

Monash University

The

CHALLENGE

Monash University needed a cost-effective way to promote the prestige of the university to the primary stakeholder audience of parents of prospective international students as well as secondary stakeholders of the students themselves.

The

SOLUTION

Curated Content recommended a motion graphic as a highly engaging visual format to promote the prestige of the university. Following keyword research, Curated Content recommended the motion graphic be themed and tagged ‘university rankings’, as this was by far the most popular search term being used in university searches. Curated Content created a motion graphic focusing on Monash University’s global rankings and tagged it with the top search terms. To reach the primary audience, Curated Content created a non-english version using Bahasian sub titles enabling the motion graphic to be found by parents of prospective students.

The

CHALLENGE

Monash University needed a cost-effective way to promote the prestige of the university to the primary stakeholder audience of parents of prospective international students as well as secondary stakeholders of the students themselves.

The

SOLUTION

Curated Content recommended a motion graphic as a highly engaging visual format to promote the prestige of the university. Following keyword research, Curated Content recommended the motion graphic be themed and tagged ‘university rankings’, as this was by far the most popular search term being used in university searches. Curated Content created a motion graphic focusing on Monash University’s global rankings and tagged it with the top search terms. To reach the primary audience, Curated Content created a non-english version using Bahasian sub titles enabling the motion graphic to be found by parents of prospective students.

The

RESULTS

The results exceeded all expectation. The motion graphic ran as a Youtube Trueview campaign across Indonesia, Malaysia and Singapore achieving nearly 1.4 million views and with an engagement rate exceeding 90% across the campaign, it became the outstanding success story for Monash University in the use of video content for the year (Dec 2012 – Jan 2013).

The

RESULTS

The results exceeded all expectation. The motion graphic ran as a Youtube Trueview campaign across Indonesia, Malaysia and Singapore achieving nearly 1.4 million views and with an engagement rate exceeding 90% across the campaign, it became the outstanding success story for Monash University in the use of video content for the year (Dec 2012 – Jan 2013).

The

NUMBERS

YouTube Channel Views

Dec 12' - 1196.4 Thousand
Jan 13' - 2425.5 Thousand
0
%
Increase in Traffic

The

NUMBERS

YouTube Channel Views

Dec 12' - 1196.4 Thousand
Jan 13' - 2425.5 Thousand
0
%
Increase in Traffic

Stats by Region

Indonesia
null

Ad Impressions

Indonesia - 3376.1 Thousand Ad Impressions

Total Video Views

Indonesia - 887 Thousand Video Views

Engagement Rate

Indonesia - 26% Engagement Rate

Average View Duration

Indonesia - 22 Minutes View Duration

Visit Duration

Indonesia - 15 Seconds Visit Duration

Website Clicks

Indonesia - 151.9 Thousand Website Clicks

Website Visits

Indonesia - 19.3 Thousand Website Visits

Click-through Rate

Indonesia - 17.6% Click-through

Social Engagement

Indonesia - 26.3% Social Engagement

Gender Mix

Indonesia Gender Mix - 26.3% Female, 73.7% Male
Malaysia
null

Ad Impressions

Malaysia - 2251.9 Thousand Ad Impressions

Total Video Views

Malaysia - 339.1 Thousand Video Views

Engagement Rate

Malaysia - 15% Engagement Rate

Average View Duration

Malaysia & Singapore - 30 Minutes View Duration

Visit Duration

Malaysia - 16 Seconds Visit Duration

Website Clicks

Malaysia - 43.3 Thousand Website Clicks

Website Visits

Malaysia - 8.2 Thousand Website Visits

Click-through Rate

Malaysia - 13.7% Click-through

Social Engagement

Malaysia - 14.7% Social Engagement

Gender Mix

Gender Mix Malaysia Singapore 45.3% Women 54.7% Male
Singapore
null

Ad Impressions

Singapore - 623 Thousand Ad Impressions

Total Video Views

Singapore - 270.2 Thousand Video Views

Engagement Rate

Singapore - 12% Engagement Rate

Average View Duration

Malaysia & Singapore - 30 Minutes View Duration

Visit Duration

Singapore - 25 Seconds Visit Duration

Website Clicks

Singapore - 8.8 Thousand Website Clicks

Website Visits

Singapore - 3.7 Thousand Website Visits

Click-through Rate

Singapore - 7.8% Click-through

Social Engagement

Singapore - 12.2% Social Engagement

Gender Mix

Gender Mix Malaysia Singapore 45.3% Women 54.7% Male

Stats by Region

Indonesia
null

Ad Impressions

Indonesia - 3376.1 Thousand Ad Impressions

Total Video Views

Indonesia - 887 Thousand Video Views

Engagement Rate

Indonesia - 26% Engagement Rate

Average View Duration

Indonesia - 22 Minutes View Duration

Visit Duration

Indonesia - 15 Seconds Visit Duration

Website Clicks

Indonesia - 151.9 Thousand Website Clicks

Website Visits

Indonesia - 19.3 Thousand Website Visits

Click-through Rate

Indonesia - 17.6% Click-through

Social Engagement

Indonesia - 26.3% Social Engagement

Gender Mix

Indonesia Gender Mix - 26.3% Female, 73.7% Male
Malaysia
null

Ad Impressions

Malaysia - 2251.9 Thousand Ad Impressions

Total Video Views

Malaysia - 339.1 Thousand Video Views

Engagement Rate

Malaysia - 15% Engagement Rate

Average View Duration

Malaysia & Singapore - 30 Minutes View Duration

Visit Duration

Malaysia - 16 Seconds Visit Duration

Website Clicks

Malaysia - 43.3 Thousand Website Clicks

Website Visits

Malaysia - 8.2 Thousand Website Visits

Click-through Rate

Malaysia - 13.7% Click-through

Social Engagement

Malaysia - 14.7% Social Engagement

Gender Mix

Gender Mix Malaysia Singapore 45.3% Women 54.7% Male
Singapore
null

Ad Impressions

Singapore - 623 Thousand Ad Impressions

Total Video Views

Singapore - 270.2 Thousand Video Views

Engagement Rate

Singapore - 12% Engagement Rate

Average View Duration

Malaysia & Singapore - 30 Minutes View Duration

Visit Duration

Singapore - 25 Seconds Visit Duration

Website Clicks

Singapore - 8.8 Thousand Website Clicks

Website Visits

Singapore - 3.7 Thousand Website Visits

Click-through Rate

Singapore - 7.8% Click-through

Social Engagement

Singapore - 12.2% Social Engagement

Gender Mix

Gender Mix Malaysia Singapore 45.3% Women 54.7% Male