UCL: Make your Master's matter.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 change my career? 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 that “here, it can happen”, gave depth to their existing campaign line (“Make your Master’s matter”), but also demonstrated the value of a UCL Master’s.
Starting with direct quotes for organic social channels and the web landing page…
…then switching to relatable storytelling for paid ads - using the word “here” as a pivot for what UCL made possible.
At key moments like applications or funding deadlines, I wrote inspiring calls to action for affiliate ads and digital banners.
