Personalised Video Marketing
at scale

"This is the 1st time we have used personalised video to reach our students and it won't be the last! The results are amazing."

Laura, Marketing Manager
UEA logo

The challenge

With competition for university undergraduates more fierce than ever, The University of East Anglia (UEA) were looking for a way to engage with prospective students, welcoming those who had already chosen UEA and offering encouragement to those who had yet to make up their minds!

Man-looking

"Working with Challenge has been anything but! The whole project has run so smoothly, and they’ve been so helpful through all stages. It was our first personalised video project, but Challenge made it easy for both us and our client. The results have been brilliant and we’re already working on our next project with this approach. "​

Leila. Client Director

How we met the challenge

Personalised Video-at-Scale

As both time and budgets were relatively limited, UEA were keen to leverage existing assets wherever possible. Understanding the power of personalisation, we worked closely with UEA and their partners to drive new value from exisiting 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.

By combining this new video with UEA’s prospect data, we produced literally thousands of completely personalised video assets with directly relevant content ready to be sent to both confirmed and prospective students around the globe.

  • Create new video using existing assets
  • Storyboard and music for the video
  • Data handling
  • Copy writing for email and landing page
  • Prepare and merge for salesforce
  • UK and International versions
  • Accepted and undecided versions

The outcome

International audience

Out of the 1181 applicants we sent this video to:

  • 772 opened the email (65% Open rate)
  • 247 people viewed the video (21% CTR)

UEA CTR ave = 6%
With PVM = over 20%

United Kingdom audience

Out of the 388 applicants who we sent this video to:

  • 209 opened the email (54% Open rate)
  • 73 people viewed the video (24% CTR)

68% who watched went firm or insurance.

University of East Anglia - personalised video message

"I would definitely recommend Challenge Marketing. They’re professional, fun to work with – who doesn’t want that – and we’re getting some great results already!."

Nora. Marketing Programs Manager

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