Content Marketing campagne

2. 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

3. 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?

4. advertising
Idea :

5. 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.

6. 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.

7. 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).

8. 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.