PortfolioUniversity College London
Digital ads | Social | Email | Video | Web
In-house
UCL wanted to refresh their flagship campaign so that it spoke to ambitious graduates from around the world - and positioned the university as a platform of possibility.
Approach
At a time when universities are competing with each other for graduate places, students are increasingly wary of the cost of further study. “Will it really change my life?”, they often ask. “How much will it cost?” and “Is it worth it?”
By centring authentic student voices, I developed a copy framework that incorporated UCL’s new brand idea “here, it can happen”, gave depth to their existing campaign line (“Make your Master’s matter”), while showing the true value of a UCL Master’s.
Starting with direct quotes on organic social channels and the web landing page.
Relatable storytelling for paid ads and audiences less familiar with UCL - using the word “here” from their brand idea as a pivot.
Then inspiring calls to action for affiliate ads and digital banners, at key moments like application or funding deadlines.
