University of Cambridge

A campaign to transform lead generation

Brief

To develop and manage a digital campaign to build rapid awareness of the University of Cambridge Institute of Continuing Education brand and drive UK and international enrolments across its range of virtual part-time courses at a time when the Institute faced the immediate disruption of face-to-face teaching at the onset of the pandemic.

Solution

A powerful creative idea which communicates the unique value of studying at one of the world’s greatest universities. This was activated through multiple digital channels from direct buy banners on the Guardian and Times to a heavy weight paid Facebook spend reflecting the target audience demographics. Campaign traffic was directed to a striking campaign landing page, enabling a streamlined user experience and easier access to analytics.

Result

The multi-channel digital campaign outperformed the KPIs set achieving an outstanding 27 million impressions across all channels and over 24,000 clicks through to the landing page. Visitors to the landing page spent an impressive average time of 2 mins 50 seconds on page demonstrating a high level of audience engagement against benchmarks.