Phenikaa Uni: Experience University – Proud to Break Through

The campaign, running from January to August 2024, successfully elevated Phenikaa University’s brand, attracting prospective students and affirming its position in higher education.

• The creative big idea “Experience University – Proud to Break Through” revitalized Phenikaa Uni’s image on social media, showcasing a modern, international-standard educational environment that inspired students.
• Significant growth in enrollment was achieved thanks to the reinforced trust from parents and students through the campaign.
• The university’s commitment to sustainable development through the “Educator – Scientist – Entrepreneur” model ensures students are well-prepared for the competitive job market.

Phenikaa Uni possesses strengths in modern facilities, holds high positions on prestigious global rankings, and has an excellent workforce. However, the inconsistency in branding and content across communication channels, coupled with ineffective use of hashtags/keywords, has hindered the university’s brand positioning.

To address these challenges, Phenikaa Uni needs a comprehensive communication campaign to leverage its strengths, highlight its unique experiential and creative learning environment, and attract like-minded students.

The campaign aims to achieve both branding and performance goals:

• Brand positioning: Emphasize the big idea “Experience University – Proud to Break Through”.
• Increase awareness of Phenikaa Uni and 55 undergraduate programs.
• Build trust and encourage students and parents to choose Phenikaa Uni for the 2024 – 2025 academic year and beyond.
• Boost conversions: Increase conversion rates for 27 enrollment groups on digital platforms.

Branding:

• Optimize budget, increase brand awareness and engagement on Facebook, Instagram, and Zalo.
• Ensure consistency in content and design across all channels through a Social Concept Guideline and Content Strategy, enhancing brand storytelling and recognition.
• Foster brand love and trust through interactive activities like minigames and livestreams on owned media channels.

Performance:

• Optimize conversions from events, paid media channels, and 12 landing pages to drive actions and increase the number of lead forms across multiple platforms.
• Utilize A/B Testing and AI-powered Smart Bidding to optimize advertising.
• Personalize messaging for challenging fields and implement targeted communication solutions.
• Segment audiences and execute effective Remarketing strategies.
• Monitor and adapt based on real-time data to ensure maximum efficiency.