Defying expectations
How we helped the University of Bedfordshire to reach and inspire a new audience with a digital campaign that challenged students to defy expectations

At a glance

A CTA for young people
Inspiring new audiences

Fully digital engagement
The University of Bedfordshire needed to reach new people
Generally, they tended to attract a more mature demographic. That meant people who applied later in the process, and who relied on the University as an insurance choice. Now, they wanted to drive earlier applications from a younger audience; to inspire students who may not have thought about going to university, even though they were capable.

This was a fully digital campaign
Thanks to Covid, in-person and face-to-face events were a no go. Instead, we use a wealth of insight, including application patterns, market and competitor intelligence, focus groups and surveys to inform our channel strategy, as well as our creative approach and messaging.

We extended a challenge to students
This campaign was all about inspiring students to consider university; to believe in themselves and to Defy Expectations.

And our message hit home
Thanks to our bold creative and clever targeting, we got the results we wanted, including:
308
%
increase in reach
79
%
more clicks
84
%
more conversions
11
%
more applications (8.5% from younger demographic)
Find out how we can help you do better
×