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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
two character on yellow and green background

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.  

character wearing hat with logo orange background

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.  

character wearing hood with logo pink background

We extended a challenge to students 

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

character wearing backpack with logo green background

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)

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