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.
