Staffordshire University wanted to build reputation and grow user engagement over a 4.5 month campaign to see increased direct responses and enquiries for their Open Days. The target markets were 16-17 year olds, parents and influencers based in the local market with some national reach.
The campaign needed to be flexible to allow for the creative to be amended during the campaign, allowing for different call to actions. The creative agency developed video that was deployed across Search, Paid Social (YouTube, Facebook and Twitter), RTB, TV, VoD, Cinema, Mobile and Display. As well as re-marketing, conversion emails and pop-ups appeared to students who failed to complete a sign-up.
Brand awareness increased with 19,000,000 impressions served and just over 95,000 clicks coupled with a very high CTR of 0.49%. Overall, there was a 17% increase in enquiries for the full calendar year (Y.O.Y increase), and a 29% increase from Week 36 when the Open Days campaign was launched with the largest increases shown during December.
CTR of 0.49%
Over 95,000 clicks
17% increase in enquiries for full year