University of East Anglia

Finding new ways to engage with students

Challenge

The University of East Anglia had a large pool of applicants who had expressed interest in joining them. But the university needed these prospective students to commit. We were tasked with getting these ‘almost there’ applicants over the line.

Solution

Our solution was to use personalised video marketing — a more engaging medium than direct mail, especially for teenagers. Tapping into the university’s applicant data, we produced literally thousands of powerful personalised video assets for applicants around the globe. The content of each video was directly relevant to each applicant receiving it. Time and budget were relatively limited, and the university was keen to leverage existing assets wherever possible. We worked closely with our client and their partners to drive new value from existing video resources, taking elements that had been created for a mass audience and reworking them to be ready for data-driven automated personalisation, right down to the individual level.

Outcome

The university had so much success with personalised video marketing, they ran the same campaign the following year and were able to eliminate the direct mail element of their outreach altogether.

THE NUMBERS

Across the 388 contacts in the UK-based audience, CTRs also rose above 21% and, more importantly, 29% of the international group went Firm/Insurance, while a full 52% of the UK group did so.

800+ % ROI
24% CTR
68% conversion rate

Overall, this represented an 800% Return on Investment for UEA, and made it clear that personalised video is something they will continue to take full advantage of!

“The whole project ran so smoothly. Challenge were incredibly helpful. The results have been brilliant.”

Leila Bekhit, Client Director

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