Adjusting a university’s brand position over a short period of time
Mittuniversitetet had set a new brand strategy. Our job was to help them alter the brand expression, create a concept and marketing activities accordingly in their upcoming recruitment campaign.
In order to reach and affect the target audience we created a visual expression and video concept that would air on their favourite play-channels and YouTube.
We let current teachers and students tell the story in their own words in a straightforward tone. The mix of personalities and comments where put together to portray a representative image of the university’s atmosphere and the experience of commencing studies at Mittuniversitetet.
The video had 1,334,709 views during the campaign period. Likability and associations where measured and the results exceeded our goals, we had reached the desired brand position in an extremely short period of time without loosing brand recognition. The evaluation showed that the target audience perceived the campaign as inspiring and authentic. The number of applicants to the featured education programs that had been showcased in the campaign grew with 23%.
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