Middlesex University aimed to raise awareness about their courses among prospective undergraduate students. They needed a dynamic social media campaign that would effectively engage Gen Z and drive them to explore more about the university.
Middlesex University asked us to create a series of social video ads for their education marketing campaign, to raise awareness about their courses to prospective undergraduate students.
Gen Z may use fewer social channels, however, they spend longer on them and turn to them for entertainment, not just to interact with friends. (We are Social). Therefore, with this in mind and catering to the demographic, our team created 10-second social videos for YouTube, Instagram, Facebook and Snapchat. The creative treatment, both disrupted and harnessed the strongest visuals in the university’s branding. The ads had bold and clear messaging to grab the attention of prospective students on colourful feeds. To encourage them to click/swipe through to the campaign landing page we added the strap-line ‘Made for More’ and a call to action to ‘Apply Now’.
The video ads worked effectively to meet the objectives of extending brand reach and increasing views as part of the awareness stage of the campaign. YouTube views are at over 120k and counting, while our campaign achieved a low cost per view with a relevance score of 3, which is a strong result for prospecting videos. As a result of the success of the social video content, we have been commissioned to repeat the treatment for prospective post-graduate students.
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