Background

King’s is one of the world’s leading research and teaching universities and is currently ranked as one of the top 25 universities in world. King’s has a thriving Postgraduate community and for this campaign they were looking to drive enquiries into postgraduate study from all candidates all over the world.

The campaign, named Challenge Accepted, was all about shifting perceptions, taking on challenges and ultimately achieving goals.

The Work

Our work on this campaign split into a number of different parts. Firstly, our strategy team fed into the overall brief and media plan to help shape the outputs and audiences we would be targeting.

Secondly we created a number of animated six second, direct response adverts for placement on YouTube and a number of other platforms. These were intended to drive traffic to the postgraduate landing page.

Finally, we conceived and created a campaign hero film which used a mixture of fast paced graphics and footage intended to inspire the viewer to find out more. This film was released on social media and also embedded on the landing page to encourage conversion.

Outcomes

The campaign is ongoing and King’s are already seeing great results from both their video advertising activity and the landing page on their website.

They have already exceeded targets for both landing page traffic and sign-ups and will be continuing to push this over the coming months.

Other work