Curtin Law School
Transformed Law School social media with zero budget. Daily authentic content achieved 200% follower growth and 600% increase in impressions.
The Challenge
Curtin Law School needed to compete with established institutions that had actual marketing budgets. No paid ads, no professional videographer, no fancy design software. Just me, a phone, and the goal of making a law school feel approachable to students who typically see legal education as intimidating and elitist.
The real challenge wasn't the zero budget, it was creating content that felt authentic in a space dominated by overproduced institutional marketing that nobody actually engages with.
What I Built
I created a four-pillar content strategy built entirely around showing, not telling. Educational content that didn't lecture. Staff Q&As that made staff feel like real people. Student-led content that let current students tell their own stories. My personal favourite - the "Exploring Campus" series that revealed hidden gems and showcased all that was brilliant about Curtin Law School.
Every piece of content was self-filmed using CapCut, Final Cut, and Canva. I had the challenge of balancing this amongst a more professionalised posting schedule across LinkedIn and Facebook. The constraint became the advantage which produced raw, mobile-filmed content resonated with audiences way better than the polished, corporate stuff other institutions were putting out.
What Happened
The account went from 100 to 300 followers (200% growth), impressions jumped 600%, and LinkedIn engagement doubled over six months. The "Exploring Campus" series kept driving engagement months after I posted it. Staff Q&As made them approachable instead of intimidating, which was exactly the perception shift we needed.
The biggest lesson: in 2024-2025, video-first strategy isn't optional for organic growth. Platform-specific optimisation and authentic storytelling are what actually move the needle when you don't have budget to buy attention.
