Increasing Engagement and Prospective Student Consideration
Launching a digitally-driven campaign with over 30.1 million impressions, ENU was able to improve its brand perception to one of a top Scottish University.
The Business Challenge
Edinburgh Napier University (ENU) wanted to disrupt the higher education sector, shift public perceptions, and celebrate the impact its graduates have had on the world. Despite offering high-quality education, ENU struggled with brand recognition, particularly compared to local competitors like the University of Edinburgh. The challenge was to redefine its brand identity, increase student consideration, and drive engagement in a competitive academic landscape.
The Diagnosis
Research revealed that traditional marketing approaches in higher education were ineffective in differentiating ENU. The university needed a bold, disruptive strategy that would highlight its graduates' real-world contributions and reposition the institution as a top choice for prospective students. The brand lacked a distinctive visual identity and a compelling narrative to set it apart from competitors.
The Solution
We developed the 'Must Be Napier' creative platform, putting the university's graduates front and centre. A new design system carried this spirit across all assets, with ENU’s distinctive logo transformed into a dynamic "spotlight" symbol, emphasising its focus on student achievements.
The campaign was digitally led, featuring a 30-second film and shorter cutdowns on platforms like YouTube, Quantcast, and TikTok. This was supported by a significant out-of-home (OOH) presence in Edinburgh and Glasgow, ensuring broad visibility and reinforcing the university’s distinctiveness.
The Results
Over 30.1 million impressions
Exceeding targets by 79% and driving widespread awareness.
813% increase in site traffic
A surge in student interest and engagement.
59% rise in consideration
A substantial uplift in students viewing ENU as a top-choice university.
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