THE OPEN UNIVERSITY
Research + Strategy + Content Creation + Distribution
The dual branded content campaign that ignited The OU’s appeal with ethnic minority communities.
The Challenge
The Open University (OU) faced the challenge of diversifying its student body, with underrepresentation of Black and Asian undergraduates compared to the sector average.
This decline in enrolment called for a strategic PR and social campaign to shift perceptions, increase consideration among these demographics, and meet the Office for Students (OfS) targets.
The Innovation
We utilised a three-pronged approach to tackle the project’s aims:
1. Research & Insight Gathering: Engaged Black and Asian communities to unearth university preferences, leading to informed campaign strategies and potential educational adjustments.
2. Creative Development & Content Production: Initiated 'In the Common Room With' and 'Smartest In Their Space,' leveraging influential figures and OU students to portray the university's diverse and inclusive atmosphere.
3. Measurement & Impact Evaluation: Employed brand tracking and analyzed metrics across YouTube, TikTok, Instagram, Twitter, and direct marketing to assess and refine campaign impact.
The Impact
The strategic initiatives markedly improved OU’s appeal within target demographics:
Brand Perception & Engagement: 'In the Common Room With' achieved 1.7 million views and 31 million impressions, transforming distance learning perceptions. 'Smartest In Their Space' garnered 1.6 million views, bolstering OU’s reputation for academic excellence and inclusivity.
Strategic Positioning: The campaign fostered a significant perception shift, enhancing OU’s standing among Black and Asian communities and laying a foundational strategy for ongoing engagement and future enrollment.
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