Sustained growth in the middle classes has made it more possible for young people to seek education outside of their own shores.

Building preference for New Zealand.

Rare developed its Conversa agency to work with educational providers to facilitate student preference in target international markets, by encouraging provider and country preference through active utilisation of social networking channels.

In addition to in-market social activation, Conversa organised three tours by leading Brazilian key opinion leaders (KOLS).

Attracting Brazil’s youth.

Brazil was the target market for the KOL tours as the uptake of social networking in the country is huge. Approximately 40% of its over 200m population are Internet users, with over a third of these users in the student age group. New Zealand is a popular destination for young Brazilians, and word of mouth has always been a strong factor in attracting visitors to our shores.

Collaborating with Brazilian game changers.

The strategy was to engage with the Brazilian student demographic via popular social channels, by inviting followers to experience New Zealand through the eyes of social marketers, editors, opinion leaders, and celebrities in the Brazilian media. All embraced the opportunity with enthusiasm and integrity, thereby building lifelong advocates for New Zealand. Engagement with the influencers’ collateral from the tours keeps on rising.

Key campaign results.

3M+

VIEWS OF TOUR VIDEOS

1.5M+

DOWNLOADS OF PODCASTS

25%

INCREASE IN ENROLMENTS BY BRAZILIAN STUDENTS

What we did.

 Strategy
 Project Management
 Social Marketing
 Influencer Management
 Social Media Management