Here at Net Natives, we’re passionate about using data to understand and connect with our audience and maximise the impact of our campaigns. That’s why we’re proud to announce that our Test and Learn campaign with British Council has been shortlisted for Best Use of Data in the UK Biddable Media Awards.
The UK Biddable Media Awards recognise, celebrate, and reward the contribution of Biddable Media campaigns to shaping the future of advertising and to overall business success.
For the Test and Learn campaign, we wanted to learn how Brexit has impacted European students’ study behaviours and perceptions of studying in the UK.
To do this, we implemented a ‘test and learn’ framework, devising different messages and strategies to explore students’ perceptions from countries such as Italy, Germany, France, Spain and Poland. Students from these regions who were interested in studying in the UK were targeted with ads served across Facebook, Messenger, Instagram and Google Search, and we tested both emotional and rational tone of messaging.
If you would like to read more about the different copy and messaging strategies we used, read our full case study here.
The campaign performed exceptionally well and exceeded all targets, while also capturing genuine student sentiment and opinion through using Biddable Media across a number of platforms and regions. More importantly, the British Council now has a very clear plan of action for their next student recruitment campaign, underpinned by the findings from this research.
To get your campaigns to really resonate with your target audience, you must understand them first - and we do that with data. We’re crossing our fingers for a win at the Biddable Media Awards in April, but if you’d like to talk to us about using research and insight to inform your student marketing campaigns, get in touch with our experts today.