Deakin University

Deakin University

Deakin Case Study Banner v3

Deakin University wanted to raise the profile of their Professional Practice Credentials offering. We helped them design, build and promote an interactive quiz that allowed website visitors to learn about their soft skills.


  • Deakin University were able to capture names and email addresses from everyone who completed our interactive quiz
  • 28 per cent of users who viewed the interactive quiz went on to complete it
  • 54 per cent of total website sessions included a visit to our interactive quiz since it went live
  • Total website sessions increased by 105 per cent in the month after our interactive quiz was launched

About Deakin University

Deakin University Case Study

Deakin University is a digitally-savvy, forward thinking tertiary education provider. It has four campuses in Victoria and an online Cloud Campus.

The university educates 53,000 students annually and is ranked in the top one per cent of universities globally by the Academic Ranking of World Universities (ARWU).

We’ve worked with Deakin since June 2018. They are a Partner Programme client, so we collaborate with them on fixed-term campaigns to support specific marketing goals. This interactive quiz was the third campaign we’ve worked on together.

The goal was to raise awareness and generate leads for Deakin’s Professional Practice Credentials initiative.

As an innovative and research-focussed university, Deakin is keen to help Australia prepare for rapid and significant change in the workplace.

In the battle for the best talent, employers are not just looking for traditional academic qualifications. They also want to see evidence of soft skills, such as communication, teamwork, problem-solving and digital literacy.

Deakin’s Credentials provide an accurate, independent assessment of these skills. They allow individuals to showcase their strengths and help employers find suitable candidates.

Our Campaign

Deakin Campaign v3

Deakin was looking for a way to improve awareness of Credentials. This is a new and innovative idea. Not a lot of people know there is a way to formally recognise their soft skills.

They were also keen to capture lead information from people who might be interested in Credentials.

Our campaign centred on an interactive quiz. This is an increasingly popular product for boosting engagement on websites and social media. And for generating leads.

The idea is to build a relevant and engaging online contest that people complete either to get a high score or find something out about themselves in return for completing it. A form fill at the start or before the results are revealed captures lead information from each person who takes part.

Editorial Brainstorming

The first stage with this campaign was a brainstorming session to decide on a suitable topic and structure for the interactive quiz.

Our account team and in-house writers collaborated with Deakin to scope out the Soft Skills Quiz. The idea was to help people understand how their soft skills could be transferable from one industry or role to another. And to show them what types of skills they might consider taking a Credential for.

Deakin Interactive Quiz

Graphic Design

After the outline and the questions were written and signed-off, we moved on to the design stage. Our graphic design team worked on mock-ups for each page of the interactive quiz. And they also designed icons, buttons and other assets to ensure the finished product was visually engaging and easy to follow.

Deakin Mock-up

Web Development

The final stage of getting Deakin’s interactive quiz launched was the web development work. Our team of web developers used the design mock-ups to build the interactive quiz on Deakin’s WordPress back-end. Once it had been tested and signed-off it was pushed live.


After the interactive quiz went live we helped Deakin promote it on social media. We support clients on a range of amplification strategies. We do planning and analysis and we also create and manage ads.

The interactive quiz was promoted on Deakin’s Facebook Page and in a series of Facebook ads. Social media drove more than 90 per cent of the conversions.

Our Team

Deakin University Case Study

Project Manager for this campaign was Kaitlin McLeod. It was Kaitlin’s job to make sure each stage of the campaign was delivered on time and on brief. Laura Baron, one of our Editorial Managers, took part in the brainstorming session and wrote the copy for the intro and the questions.

Mara Sahleanu on our graphic design team created the mock-ups and other design assets. Deryk King led the technical build. Support on the social media ads was provided by Chas Lang, one of our Digital Strategists.

About Castleford

Castleford is an innovative and creative content marketing agency based in Sydney, Melbourne and Auckland. We work closely with our American sister agency, Brafton Inc, to create and run content marketing campaigns for clients across Australia and New Zealand.

We offer flexible, campaign-to-campaign agreements. Our 30+ content marketing products are updated and improved constantly and they are all priced in transferable units. Get in touch today to see relevant client examples and bespoke pricing for your business.

Ready to start your strategy - Castleford

28% conversion rate for quiz participants

54% of website visitors viewed the quiz

105% increase in total website sessions

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