Helena Vannas is the Digital Marketing Lead at Aalto University, where she plays a pivotal role in shaping the university's long-term digital marketing direction. She has over 15 years experience in marketing and in Aalto University she has a focus on data-driven strategies, digital channels and marketing campaigns to attract students both globally and locally.
In an age where AI is reshaping digital marketing, authenticity remains crucial for targeting Generation Z. This session explores how Aalto University effectively uses student-generated content to foster genuine engagement and drive applications. Student-created content has always been at the core of Aalto's marketing, encompassing social media, Aalto.fi, events, and recruitment materials, showcasing a holistic approach. Now, for the first time it includes paid campaign, too. Contributing also to building an even stronger community brand, which Aalto strives to develop further.
Key insights
Authenticity as a Differentiator: Gen Z values genuine experiences. Student-created content offers relatable, trustworthy messaging, making it a powerful tool to authentically connect with younger audiences.
Understanding the Audience: Gen Z values facts. Aalto blends student photos and videos with impact-driven facts, illustrating students' contributions. This data-driven yet authentic approach effectively appeals to prospective students.
Pre-test results: In August 2024, concept was tested on YouTube and Meta in four countries showed that Meta traffic became 58% more cost-efficient, and YouTube VTR increased by 105%. This demonstrates the effectiveness of student-generated content and the cost efficiency from AI-enhanced campaign planning, buying and measurement.
Looking forward, it's important to explore Generation alfa’s preferences to evolve messaging for future students.
Presentation with Jutta Kasslin