Case study: Changing national perceptions of higher education through emotive, creative advertising
With an increasingly negative narrative forming in the British media around the perceived value of higher education, it’s become paramount for this organisation to tackle these perceptions head-on. They needed a way to turn the benefits of attending university into a compelling story that would bring them to life.
The Net Natives’ Creative team developed the “They said” concept. The concept allowed the campaign to infiltrate the bigger conversation by addressing the negative ‘they’ persona, whilst creating a tone of advocacy for students to own and stand up for their achievements.
It was important that the campaign was honest and authentic so with the organisation’s help, Net Natives invited universities across the UK to share their graduate success stories, finding students who represented a variety of courses and had their own ‘they said’ message. Net Natives worked closely with the graduates to outline their story in a way that would be visually compelling and bring the benefits of university to life.
With a mobile-first mentality in mind, for the first time, all the creative assets were filmed vertically. Net Natives also worked to inspire user-generated content too – designing the creative assets to echo the style of an Instagram story, amplifying the reach further through organic content sharing.
Net Natives used their extensive experience and sector knowledge to create a targeted media plan in order to reach the right people, at the right time.
And the result?
Within a week the campaign connected with over one million people.