Universities UK International
#WeAreTogether
Project Summary
How we did it
Universities UK International |
COVID-19 derailed the study plans of millions of international students.
The Question:
How do we reassure and support students in the continuation of their study plans, with no dedicated budget and guidelines changing daily?
That was why #WeAreTogether was created.
Core Objective
To provide reassurance & support to future international students getting ready to study in the UK during the pandemic, and who may be reconsidering their options.
Target Conversions
universities to join & support the campaign
Target Response
positive responses to post-campaign polls
Target Views
video views of user generated content
Target Students
students directed to online resources
How We Did It
Channels
Facebook, Instagram and Twitter were selected as our primary channels based on the research, experience and data we had around the our demographics.
Partners
University partners were identified as integral to the campaigns success at the early stage. This was either as ‘organic amplifiers’ & supporters, or paid partners to the campaign.
Content
User generated content was the key to our success. The thinking was ‘Let the students speak directly to, and reassure, their peers. We only act as the mouthpiece.’
Reactive
Guidelines were changing almost by the hour. That meant we had to dedicate sufficient resource to constantly review all outgoing content and amend where required.
Polling
We had to measure impact, but this isn’t an ‘ROI’ focused campaign. So we achieved that by running retargeted poll ads to engaged audiences for their feedback.
Core Result
67.8% of prospective international students felt more confident to continue their study plans in the UK after seeing the #WeAreTogether campaign’s.
Actual Conversions
universities joined the campaign
Actual Responses
positive responses to post-campaign polls
Actual Views
video views of user generated content
Actual Students
students directed to online resources
"Hewitt Matthews completely exceeded our expectations. We had a small, emergency budget and they maximised every single last penny, driving far more value for us and impact for the campaign than we thought would have been possible. They also really cared about helping us make the campaign a success and we quickly came to see them as very much part of the team, working closely together to evaluate performance regularly and collaborate on new tactics and ideas. I'd work with them again in a heartbeat."
Andrew Howells Assistant Director, External Relations, UUKi
