Curtin University Malaysia

by Tendaiin All Work, Creative, Digital, Marketing Technology, Workon Posted on

Curtin University Malaysia

My Curtin Universe

The Ask

Curtin Malaysia had a strong name and recognition but declining enrolments. Students knew the brand, but not its value, and many assumed the fees were too high. McCorkell was briefed to help address this.

Campaign Insight

Students choose based on confidence in outcomes, not just brand name. Competitors were more visible and active, while Curtin Malaysia’s key strengths in teaching quality, industry links, and employability weren’t cutting through.

The Solution

We reset perceptions and reignited domestic demand using an adapted Curtin Perth brand platform. Built on Explore Your Curtin Universe, we created a visual orb device to represent each student's unique study and career path - brought to life through a video-led campaign across YouTube, Meta, KOL-led TikTok, and display ads to drive awareness and interest.

94.3M
Impressions
15.4M
Video Views
744K
Clicks

*Across TikTok, YouTube, Instagram, Facebook, Google Display Ads

Phase 1 - Brand Layer

Phase 3 - UGC Layer

A Day In The Life At Curtin: Part 1
A Day In The Life At Curtin: Part 2
A Day In The Life At Curtin: Teaching Quality
A Day In The Life: Industry Connections

Key Video Frames

Social Application