Frame Agency
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University of Dundee

Social Media & PR

University of Dundee

#TestDriveDundee

We needed prospective students from Northern Ireland and the North of England to consider the University of Dundee as a top choice to further their education. The University was hugely rated in student surveys (No.1 for Student satisfaction and top 20 for Graduate employment).

We decided to get students to tell this story, rather than the University and we invited people to #TestDriveDundee for themselves. We ran a recruitment campaign to give five social savvy school leavers the opportunity to win a two day trip to experience the University first hand and tell their peers all about it through social media.

 
 
 

#TestDriveDundee

Research showed that our target audience are more reactive to online communications and through Spotify, Twitter, Facebook and display advertising, we delivered a highly targeted and cost effective online campaign.

 
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I think #TestDriveDundee was honestly an amazing experience! The people I met were all so friendly, and the places we visited and things we did opened my eyes to how diverse and enjoyable uni life is.
— Hannah Dalton
 

Results and Rewards

We received hundreds of entries via our microsite and our hashtag had a reach of 2,500,000. Engagement levels on the University’s social channels increased by 55% during the campaign and traffic to the main website for The University of Dundee increased by a staggering 600,000 visits. Best of all, we surpassed our matriculation target as a result. Moreover, the campaign was so successful that Dundee University has chosen to re-activate the campaign again for 2015. The campaign received Best Social Media Strategy and Best Integrated Strategy at The Scottish Creative Awards, in October 2014 and it has been shortlisted in multiple categories for the Marketing Star Awards in 2015.