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!
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.
Out of the 1181 applicants we sent this video to:
UEA CTR ave = 6%
With PVM = over 20%
Out of the 388 applicants who we sent this video to:
68% who watched went firm or insurance.