2011 Google Online Marketing Challenge
for the Japan/Asia Pacific Region.
Joe Sorgiovanni, Yusuke Ogura, Zhe Pan and Elizabeth Fu were part of the successful team, which developed an effective online marketing campaign using just $200 worth of Google AdWords.
It is the second consecutive year that ECU students have won the Challenge. Held annually, the competition gives student teams the chance to work as online marketing consultants, competing against other university teams from around the world.
The students worked with Muddy Creek, an all natural soap company based in Midvale, Western Australia, to increase awareness and sales volume for their products.
During the three week live campaign in April and May this year, the website received a total of 296 clicks from the ads, successfully increasing brand awareness, as well as increasing the average weekly sales by over 100%.
Team Leader Zhe Pan said the Challenge was a big learning curve for the team.
“We learned a variety of online marketing and analytical skills through unexpected and expected outcomes. I also learned to think differently, using innovative solutions to solve problems and now have an understanding of how people think when they search for certain products,” Pan said.
“At 68 cents per ad, we were very pleased to report a high return on investment for our client.”
Muddy Creek Managing Director Anthony Wirth found the experience positive for his company.
“We come from a business background with only limited knowledge of the intricacies of online business and marketing. We are very hands on company, and it was a real eye opener to some of the available options out there,” Mr Wirth said.
“We are grateful for having come across this opportunity to work with the ECU students, not only because of the sales generated during the competition, but also for also helping us to think outside the square.”
ECU Google Online Marketing Challenge Coordinator Katrina Hibbs said there was a shortage of local talent in what is a relatively new and fast-growing field.
“The regional winners are attracting the attention of employers locally. Following last year’s win, the Google Challenge participants were in such high demand some were snapped up by the top WA marketing and advertising agencies before even finishing their studies,” Ms Hibbs said.
As well as winning a laptop each, the winning team receive an all expenses paid visit to the Google Australia Headquarters in Sydney and have the unique opportunity to present their campaign strategy to the Google AdWords team visiting from California.
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Competing against 35,000 students globally, a team of four marketing, advertising and public relations students from Edith Cowan University (ECU) have won the