Social Adverts: Middlesex University

Middlesex University asked us to create social video ads to raise awareness about their offering amongst prospective undergraduate students. Which social channels would work most effectively? Our team created 10-second social videos for YouTube, Instagram, Facebook and Snapchat, which are most commonly used by this demographic. Importantly, although Gen Z may use fewer social channels, they spend longer on them and turn to them for entertainment, not just to interact with friends. (We are Social).

The creative treatment, both disrupted and harnessed the strongest visuals in the university’s branding. The ads led with bold and clear messaging to grab the attention of prospective students on colourful feeds and to encourage them to click/swipe through to the campaign landing page with the strapline “Made for More” and a call to action to “apply now”.

If you’re interested in creating content aimed at the youth market or social video advertising in general, get in touch.

250,000 Video views
65% Increase in engagement
100% Average views increased

The results

The video ads worked effectively to meet the objectives of extending brand reach and increasing views as part of the awareness stage of the campaign. YouTube views are at over 120K and counting, while our campaign achieved a low cost per views with a relevance score of 3, which is a strong result for prospecting videos.

As a result of the success of the social video content, we have been commissioned to repeat the treatment for prospective post-graduate students.

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