Deliverables

Overview

Changing perceptions is vital for many brands. University of Cambridge asked us to create a culturally sensitive social campaign that would drive undergraduate applications from UK Pakistani and Bangladeshi students.

Key objectives included:

• Bolster the number of applications and admissions from the two underrepresented groups

• Increase the number of visits from the target audience to the university applications page from 5,000 to 7,000

• Raise brand awareness of the university's diversity and inclusion efforts

• Generate influence through target audiences, including parents, teachers and influencers

Our approach

Our strategy was to meet and talk directly to UK Pakistani and Bangladeshi communities, amplifying student voices in these minority groups through video content that would be shared on social media.

Our target was to increase visits to the University of Cambridge application page among these communities from 5,000 in 2019 to 7,000 in 2020-21. By harnessing voices from students and launching an innovative video series on Snapchat and TikTok, we drove more than 12,000 visits to the university site – 165% higher than our target – in addition to 530,000 impressions. 

The campaign helped double the proportion of applications from UK Pakistani and Bangladeshi students, by increasing it from 1.3% to 2.8% and 1.1% to 1.9% respectively.