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Red Bull
The challenge – to spread an early awareness of three new Red bull flavours (Lime, Cranberry, Blueberry) amongst the early adopters group of 18 year olds in the UK.
The solution – to send a sneak preview direct to 17,500 lucky accepted applicants in the 2012 cycle – intending to create an aspirational appeal for the new flavours.
The outcome – using UCAS’ rich and up-to-date data, delivered sample cans with congratulatory letters from Red Bull – creating an organic social media buzz with over 1,200 Twitter comments.
Pure Student Living
The challenge – to launch the Pure Student Living brand internationally.
The solution – an email campaign and a stand at a London based event, designed to target international applicants applying to universities within a specific distance from the accommodation block. A total of 15,497 emails were sent. A second campaign followed in August to those accepted via Clearing to study on a course anywhere in Greater London – an additional total of 5,269 emails.
The outcome – “UCAS’ expertise allowed us to identify and target international applicants, a very difficult group to reach, especially prior to acceptance onto a university course. We had fantastic results, with a 52% open rate and 10% click through rate. We filled some of our available rooms and will continue advertising with them throughout 2013.”
NUS Extra
The challenge – to promote the discount card to all 18-25 year old applicants, and ultimately drive signups via the website.
The solution – an email campaign sent to approximately 50,000 applicants and segmented by institution.
The outcome – with an open rate of 38% and a click through of 7% the campaign achieved all its objectives for the client – and exceeded the industry average by some way.
Student BMJ: A journal for medical students
The challenge – to increase student subscription sign ups to their medical journal.
The solution – a targeted email sent to 5,870 medical course university applicants, and a second campaign targeting anyone in the London area who was considering studying medicine.
The outcome – “Being able to be so targeted allowed us to maximise the impact of our budget. We achieved a fantastic 65% open rate with a great 10% click through rate. We also had great results for our second campaign – with an open rate of 28%. The careful timing and the targeting of these campaigns resulted in a distinct surge in subscriptions: a definite success.”
The Trainline
The challenge – "To drive entries to thetrainline student competition with a focus on engaging with students starting university in 2012."
The solution – "Targeted solus emails to students supported by display activity. The email sends were split into three runs to enable greater exposure and to allow us to analyse different send dates."
The outcome – “We saw huge spikes in traffic to our competition page and ultimately entries after each of the emails. The level of targeting ensured that we were able to reach our target audience and achieve our objectives thanks to impressive 42% open and 15% click through rates.”
MeMyArt.com
The challenge – to promote their portfolio services to three different markets – students, teachers, unis and other exhibitors.
The solution – an exhibition stand at a Design Your Future event – with 180 exhibitors in total and face-to-face access to 10,500 visitors including all three key audiences.
The outcome – “We had a fantastic response from students keen to learn about online portfolios and how MeMyArt.com could help with the application process, from teachers keen to sign up for a fantastic teaching aid and from other exhibitors who appreciated how they could manage applications more economically.”
Alex Kininmonth