UAL Short Courses offers an extensive range of courses in Art, Design, Fashion, Communication and Performing Arts. Their graduates go on to work in and shape the creative industries worldwide. UAL is ranked second in the world for Art and Design in the 2020 QS World University Rankings®. The University has a world-class reputation and is made up of 6 equally renowned Colleges.
Objective
KMG needed to target 18-30 year old potential art students globally to drive enrolment for their brand new online short courses during the pandemic. For this we needed to reach future students across multiple touch points on different publishers. We had to reach people on social media that they actually use, whether that be Facebook and Instagram, YouTube, TikTok or Snapchat. Art-loving, life long learners is a broad demographic, but luckily our longstanding UAL partnership has meant an accumulation of historical data and learnings from tireless optimisation that we needed to make the most of for their new online courses offering.
Solution
With the audience data that we’ve been accumulating since the start of our partnership, we were able to create detailed targeting profiles of prospective students for each course. We combined this with course specific performance creative, to create a perfect fit between audience & ad and drive the best results for UAL. Despite pivoting so quickly from traditional courses to a new online offering, we have seen great results since the launch, with huge reach and high engagement.
Results
- 10% Average CTR on search
- 2m impressions in 3 weeks since launch
- 15k high intent clicks
- Multi-channel strategy (Google, Facebook, AdRoll, TikTok, Snapchat and YouTube)