HELPING THE UNIVERSITY OF READING TAKE A STANDCASE STUDY: UNIVERSITY OF READING
TURNING UP THE VOLUME ON ISSUES THAT MATTER
Gen Zers’ desire to support a cause, to make their mark, has been absolutely turbocharged by the pandemic. What’s more, they expect brands to play their part. We shared some findings with the University of Reading. For instance, 69% of UK graduates believed brands should speak out; our Life Interrupted study showed that students wanted brands to live their CSR, not tick a box. The University were inspired. They wanted to show how they were tackling key issues such as the climate crisis, endangered species and social injustice. So we created a campaign to help them.
The campaign ran omni-channel, building brand awareness across programmatic, native, out-of-home, audio, mobile, video, and social channels. In conjunction with this big media splash, we began to drive direct response across search, social and third-party display/education sites. We even looked at sustainable search engines such as Ecosia, resulting in competitive CPC’s when compared to Google.
The campaign spoke to the right audience, in just the right way. For example, our Instagram Story ad for students had an increased CTR of +10% compared to the industry average, while the brand awareness Facebook ad for parents had a +130% increased CTR compared to the industry average. What’s more, year-on-year results for the overall campaign showed that our Snapchat campaign delivered +138% increase in swipe-ups compared to previous activity. Proof that bold messaging, delivered with emotion and authenticity, will always turns heads.
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