Case History Database

With applications declining and unable to compete with larger universities, Victoria University launched "Uniquely You" to prove its difference rather than its superiority. By shifting its focus from prestige and rankings to its students, the campaign embraced individuality and challenged the dominant industry norm. This unique strategy didn't just stop VU's decline; it led to unprecedented growth by carving out a distinctive position that resonated with its audience, proving that a brand can thrive by focusing on its community.