Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
advertising
Briefing :
Boost Kulak University Kortrijk’s new translator
and interpreter education program.
•	 No clichés
•...
advertising
Problem :
Young people don’t understand the
need for human translators in an era
of computer translations. How...
advertising
Idea :
advertising
Execution:
We opted to forego the traditionally bland program brochure and instead decided to make
a series of...
advertising
We also wanted (future) students to
experience how limited computer
translations really are on a practical
and...
advertising
It was easy to warm journalists to the story, as they are also keenly aware
of how awful Google Translate can ...
advertising
Results:
750,000 PEOPLE REACHED
64% of which were 18 to 24 years old.
216,000 FACEBOOK VIDEO VIEWS
70% of whic...
#datvertaalikbeter
Upcoming SlideShare
Loading in …5
×

#datvertaalikbeter

907 views

Published on

Content Marketing campagne

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

#datvertaalikbeter

  1. 1. advertising Briefing : Boost Kulak University Kortrijk’s new translator and interpreter education program. • No clichés • Tap into the students’ social networks to spread the message • Authentic and home-made feeling (don’t come across like an advertising agency) • Limited budget Target: • West-Flemish 18-year-olds still deciding what they are going to study • Language teachers and parents
  2. 2. advertising Problem : Young people don’t understand the need for human translators in an era of computer translations. How can we make them see that translating and interpreting are still very relevant skills?
  3. 3. advertising Idea :
  4. 4. advertising Execution: We opted to forego the traditionally bland program brochure and instead decided to make a series of brief videos that alluded to the popular ‘What if’ television program, here based on the premise “What if we only had Google Translate?”. To make our campaign feel real, we chose influential students with big social networks as our actors. Our videos were produced by both the students and the university’s IT depart- ment on a limited budget, but despite these limitations, we maximized our reach through the student population’s social networks.
  5. 5. advertising We also wanted (future) students to experience how limited computer translations really are on a practical and profound level. ‘#datvertaalikbeter’ (#icantranslateitbetter) was created to tag funny Google Translate errors, and all content with this tag from Twitter and Instagram was collected on our online hub datvertaalikbeter.be. The content we wanted as created by the students! Our bait was the opportunity to win a custom t-shirt with the most popular bad translations on it.
  6. 6. advertising It was easy to warm journalists to the story, as they are also keenly aware of how awful Google Translate can be. We sent out press clippings translated by Google to the region’s biggest newspapers (Het Laatste Nieuws and Het Nieuwsblad) as well as the regional television station (Focus WTV).
  7. 7. advertising Results: 750,000 PEOPLE REACHED 64% of which were 18 to 24 years old. 216,000 FACEBOOK VIDEO VIEWS 70% of which were organic. 21,000 USERS engaging with our content. 400 INQUIRIES into Kulak Kortrijk’s translator and interpreter program, resulting in a €2.25 cost per lead. 5,000 VISITS to our datvertaalikbeter.be hub.

×