We are so happy to announce that our Test and Learn campaign with British Council has been shortlisted for Best Use of Data in the UK Digital Growth Awards.
The UK Digital Growth Awards recognise, celebrate, and reward the effective use of data in understanding and connecting with audiences and maximising impact in campaigns.
And for the Test and Learn campaign, that's exactly what we did. 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 UK Digital Growth Awards in June, 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.