What’s your X-Tribe?

What's Your X-Tribe?

“What’s Your X-Tribe?” (short for eXchange-Tribe) was inspired by diversity, both in the array of experiences on offer, and in the personalities of the students themselves.

Through a fun quiz, students were profiled into different “personality Tribes” and encouraged to share their results with friends on Facebook. Quiz questions got students thinking, while the results allowed OGEM to highlight strategic options and destinations.

Interplaying 2 platforms

The campaign went live over Facebook, Instagram, and the NTU intranet and drew immediate response. We built a self-reinforcing loop between the revamped GEM Facebook page and the campaign landing site, encouraging students to take the quiz, and sign up for talks. Close to 930 students took the quiz within the first week!

To get quiz results, we required students to use their NTU email addresses, and this allowed us to launch into part two of the campaign: remarketing.

Remarketing

Based on students’ X-Tribes, we worked with OGEM to recommend relevant content on partner universities through their Intranet emails to build interest. We also strategically profiled selected partner universities for each X-Tribe on Instagram and Facebook, and boosted the content using geographical targeting.

By the end of the campaign, signups for the info talks had doubled from previous years and GEM’s following on Facebook increased by about 25% – meaning campaign objectives were successfully met!