King’s College London

King’s College London

Recruiting hard to reach students onto the K+ programme

What we did
Brand strategy
Brand design
Brand campaign

K+ is a two-year programme targeting state school students in London.

Struggling to recruit black Caribbean learners, a need was identified for the programme and the university to be fully representative of London’s diverse community.

A grassroots campaign running alongside a schools-based strategy, the campaign needed to appeal to the target audience whilst not alienating other potential applicants. Our answer – do not communicate to one group, communicate K+ to everybody.

The campaign was student-informed, with every creative touch point considered. Survey research was carried out on the current K+ student body and the data used to build the campaign’s media strategy.

The creative showcased the current cohort of students, alumni, ambassadors and K+ team, with Snapchat and Instagram used to target students directly and Facebook used to target influential adults. 12 testimonial videos featuring K+ students were created to extend the life of the campaign, amplifying the content via the students personal networks.

The campaign was a success – a 336% increase in K+ applications from black Caribbean students, with the social media campaign driving 33,000 unique visitors to the K+ website.

The campaign key visual photoshoot featuring 256 students shot over 2 days.

“The campaign we co-created with Champion was a game-changer in approach and outcomes and set the bar for the future.”

Syreeta Allen – Head of Student Outcomes, King’s college london

King’s College London
The campaign was abbreviated to a simple URL to improve recall.
King’s College London
The landing page offered peer-to-peer insights and application advice.
King’s College London
King’s College London
King’s College London
King’s College London
K+ Instagram homepage.
King’s College London
K+ Snapchat landing page.
King’s College London
K+ Snapchat short format content.

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