social media strategy
social media content
Changing perceptions is vital for many brands. University of Cambridge asked us to create a culturally sensitive social campaign that would drive undergraduate applications from UK Pakistani and Bangladeshi students.
Key objectives included:
Bolster the number of applications and admissions from the two underrepresented groups
Increase the number of visits from the target audience to the university applications page from 5,000 to 7,000
Raise brand awareness of the university's diversity and inclusion efforts
Generate influence through target audiences, including parents, teachers and influencers
Get in Cambridge
Our strategy was to meet and talk directly to UK Pakistani and Bangladeshi communities, amplifying student voices in these minority groups through video content that would be shared on social media.
Our target was to increase visits to the University of Cambridge application page among these communities from 5,000 in 2019 to 7,000 in 2020-21. By harnessing voices from students and launching an innovative video series on Snapchat and TikTok, we drove more than 12,000 visits to the university site – 165% higher than our target – in addition to 530,000 impressions.
The campaign helped double the proportion of applications from UK Pakistani and Bangladeshi students, by increasing it from 1.3% to 2.8% and 1.1% to 1.9% respectively.
increase in visits to the university website from target groups
impressions of social media video content series
increase in applications from UK Bangladeshi and Pakistani students
"This D&I campaign was a special one to work on – from speaking to current students, to attracting new ones through our social and digital media work. It was especially rewarding to win the Grand Prix at the Digital Impact Awards and know we had made a real difference to the university."
Charnah Bradley (she/her)
Senior Design Director