When in Culture


January 22, 2025
Matthew Barnard

1.     Overview

Client: When in Culture

Partner: Stabal

Challenge: Support international students in adapting to life in a new country by bridging cultural differences and assisting with their transition into both daily life and the job market.

Solution: Digital platform, in-person engagement, strategic marketing, and sponsorship initiatives.

Results: Established a global student community, engaged via a bespoke video app and e-learning platform, increased brand engagement, and built a sustainable support system.

2.    Background

When in Culture is a new global brand designed to support international students as they navigate the challenges of moving to and integrating into a new country and give them the knowledge and practical skills to thrive while they are here. Recognising the unique struggles of this audience, Stabal was commissioned to build the brand from the ground up, ensuring it resonated with students worldwide while providing meaningful support.

3. Strategy & Execution

Strategic Brand Development

Our first priority was to craft a strong brand identity that would engage, empower, and inspire international students. This involved in-depth research into the needs and concerns of the target audience, ensuring our messaging and visual identity fostered a sense of belonging and support.

Custom Digital Platform

To create an accessible and effective solution, we developed a fully customised digital platform. This platform serves as a comprehensive hub, housing over 350 meticulously researched, filmed, and produced videos. In addition, we designed and implemented:

•           E-learning courses tailored to address cultural adaptation, academic success, and social integration.

•           Survey-driven content to ensure relevance and engagement.

Real-time feedback and analytics tools to track effectiveness and continuously refine the experience based on user insights.

High-Quality Content Production

A significant amount of time has been dedicated to research, planning, casting, and structuring films and courses. We have meticulously post-produced all content alongside our edit producers, ensuring high-quality output that resonates deeply with students. By working iteratively, each piece of content has progressively improved, enhancing our ability to connect with the audience. The depth of research has ensured that our final content is highly targeted and effective.

Website & Membership Management

Alongside the When in Culture platform, we developed a fully functional website with UX/UI designed specifically to host membership capabilities. This includes handling all customer support, managing legal aspects such as privacy policies and terms & conditions, and overseeing user management. Our team is consistently driven by data to improve each element of the platform for optimal user experience.

Comprehensive Marketing & Outreach

We have implemented an international marketing campaign across multiple platforms, integrating SEO strategies and executing extensive PR efforts. Our collaboration with the When in Culture sales team has involved direct engagement with hundreds of potential partners, attending B2B conferences worldwide—including Rotterdam, New Orleans, and more—while supporting them with the physical and digital assets they need. This includes LED walls, posters, stands, marketing videos, tutorials, and more.

Competitions & Social Media Campaigns

We have also hosted competitions and executed social media campaigns that align with our broader marketing efforts, driving engagement and increasing brand visibility among international students.

In-Person Engagement & Research

We partnered with universities and completed in-person events, held presentations, and organised events with international students where we could gather and film their opinions. Additionally, we conducted in-depth studies of students visiting the UK from many different regions.

Through this research, we discovered that audience engagement varied by region. To address this, we have thoroughly researched and tested different regional approaches to better connect with students, improving brand awareness and engagement.

Sponsorship Program & Sales Funnel

We have also created a full sponsorship program to support the platform, providing a gateway into the education sector through corporate sponsorships. This included developing new branding, designing and launching a brand-new website with an optimised UX/UI, and creating a comprehensive strategy for a new sales funnel.

4. Impact & Results

The When in Culture initiative has successfully leveraged media-first content to support international students in adjusting to life in the UK. Designed for a media-first generation, the platform delivers engaging, high-quality digital resources that help students integrate into their new environments through storytelling, real-life experiences, and interactive learning.

By focusing on media-first solutions, we have created a dynamic, responsive platform that not only informs but also empowers students by making cultural adaptation more accessible and engaging. Through our comprehensive approach, we have successfully built a globally recognised resource that resonates with students from diverse backgrounds.

Key Outcomes:

•       Developed a media-first digital platform tailored to a new generation of learners.

• Provided international students with immersive, high-quality media content to ease their transition into UK life.

• Strengthened engagement through real-time data insights and adaptive content strategies.

• Established strong partnerships with universities and corporate sponsors to scale impact.

• Increased brand visibility and engagement through digital, social, and in-person initiatives.

5. Conclusion

From initial concept to full-scale implementation, Stabal has been a dedicated media partner at every stage, ensuring that When in Culture not only meets but exceeds its mission of bridging cultural divides for international students.

With an ever-evolving platform, strong corporate backing, and a robust international presence, When in Culture continues to expand its impact – helping students worldwide integrate, adapt, and thrive.


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