Brand: The University of Sydney
Brand owner: The University of Sydney
Lead agency: The Monkeys
Industries: Educational, universities
Media channels: Online display, Programmatic display, Search marketing, Social media
Budget: 500k - 1 million
Would a banner ad influence your choice of where to study for your postgraduate degree? Probably not. Perhaps 6,000 different banners might – especially if they were all dynamically produced to match your course interests and reflect where you were in your own personal application process.
This paper shows how a personalised digital recruitment approach that reflected the digital behaviours and preferences of potential students has indeed influenced the education decisions of thousands of Australians over the past three years. In fact, this category-first approach delivered a 384% increase in its first year alone and continues to deliver year-on-year increases as we optimise.