The Allan Gray Orbis Foundation has 2 primary programmes that culminate in participants becoming Fellows. The Fellowship Programme is a full university bursary and entrepreneurial development programme that equips students with all they need to develop themselves as entrepreneurs.
The challenge was to assist the Fellowship team in gearing their campaign to reach more learners in lower quintile schools and receive a higher amount of eligible black candidates.
To address this challenge, we focused on communication that was more accessible to the audiences that the Foundation wanted to reach and refresh the campaign look and feel to resonate with the target group. From a paid perspective, precise targeting was needed to reach the right candidates.
During the campaign, we drove 18,154 users to the campaign landing page, which resulted in 1,040 complete online application submissions and 5,383 application form downloads. During the campaign period, social media pages experienced greater growth in followers (113% increase), impressions (23% increase), and engagement rate (188% increase) compared to the previous campaign.