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King's College London PGT Campaign

With the postgraduate course deadline approaching fast, the team knew they had one last chance to push online applications and encourage people to make King’s their next step.

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The challenge

Overwhelmed by the sheer volume, the team asked us to quickly turnaround straightforward ads. But we saw things a little differently. While time was tight, we wanted to provide variety too, so they could test rational against creative.

What we did

Decided on themes

To make testing worthwhile, we wanted to provide a variety of grabbing lines. We focussed on leadership, London and employability to target recent graduates and experienced professionals.

Wrote for different platforms

We crafted ads for Google, Baidu, LinkedIn, Facebook and Instagram. Some were course specific while others were more generic about studying in London.

Experimented with CTAs

Concerned that “apply now” might be too pushy, we provided different CTAs. We wanted to encourage as many people to visit the web pages as possible.

Worked to a tight deadline

There was no time to waste. As we delivered work, it was approved and immediately put live so that they could attract any last minute applicants from the UK and overseas.

“The team were enthusiastic, thoughtful and delivered on time. Work was good quality and met the requirements of the brief. They produced copy in tight timeframe, allowing us to get an ad campaign live ahead of an application deadline and produced an excellent CTR”

Olivia Pembroke

Senior Marketing Officer

King's College London

The results

Both straightforward and more inspirational options drove a significant amount of traffic to the website. One of the best performing ads achieved 7.69% CTR.

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