Brand: The Open University
Lead agency: RAPP
In times of industrial change and economic uncertainty, higher education can be a life-changing experience.
The Open University (OU) identified a prospect audience who would benefit from its offering but believed universities to be inaccessible.
Time to change that view.
Prospects had high awareness but low consideration of higher education; they were alienated by and felt shut out of education.
The answer was to leverage social proof: stop focussing on the brand and amplify voices of the people proving the OU's claims through lived experience.
Full-length hero films were published on Facebook, Instagram and episodically on an SEO-focussed campaign landing page on the OU website.
Additional snackable social pieces emphasised different characters and features of their OU experience.