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Case Study : King’s College London

 

Using social advertising, we increased the number of applicants to KCL’s pre-university programme by 65% on the previous year.

The Brief

King’s College London contacted us to find out how we could use digital to get young people from under-represented demographics to apply to K+ – their pre-university programme. We suggested the use of social advertising, as this was a great fit for the client’s target audience and their budget.

The campaign

We carried out research on 200 members of the current KCL student body, finding out their interests, favoured social channels, and more, to feed into our campaign. We discovered that the vast majority of students use Instagram and Snapchat, while their parents use Facebook.

We created a series of adverts on Snapchat and Instagram, pushing young people through to the application form for K+. We also created Facebook ads, encouraging parents, guardians and teachers to send the application form to bright young people in their lives.

The results

  • 65% increase in applications to K+ as a result of our campaign.
  • Thousands of clicks through to the application form from our adverts.
  • Cost per click of just £0.27 on Snapchat.
  • Adverts served to nearly half a million social media users.
  • One happy client.

Client feedback

“Move Digital have provided us with both excellent service and results. Not only has the campaign been a huge success, we have felt valued and informed throughout the course of the planning and mid-campaign stages. They have provided us with regular reports and feedback throughout which informed our activities and increased the effectiveness of the campaign. I would thoroughly recommend working with Move Digital and their enthusiastic team” James Pickering – King’s College London

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