“This campaign is a wonderful glimpse of what’s possible when curiosity, optimism and purpose drive education and research, revealing the real impact Deakin people have across communities and lives. System1’s testing reinforced that our campaign would resonate with people looking to attend university and parents who influence their decision making, …

“While the recommended tweaks were minor, we were surprised by the significant impact they had on consumer engagement. These small adjustments were easily identified using the data from testing and the System1 guidance team, allowing us to incorporate them seamlessly into both the rough and final cuts.”