Universities UK International

Case Study |


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


Facebook, Instagram and Twitter were selected as our primary channels based on the research, experience and data we had around the our demographics.


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.


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.’


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.


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

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