I am pleased to share our campaign evaluation for 2024-25, marking another successful year for the Study UK campaign. We expanded our efforts with a social media ambassador programme, subject-focused campaigns in arts and sport, a monthly stakeholder newsletter and showcased UK education’s diversity through a first-of-its-kind pop-up event in Malaysia. Collaborations with global influencers helped us reach new audiences across multiple platforms, and the campaign attracted millions of active users and generated significant engagement with university websites.
We would like to extend our heartfelt gratitude to the UK higher education sector for their unwavering support, and to our colleagues around the world for their consistent efforts. Additionally, we would like to thank the GREAT Campaign for their invaluable support throughout this year.
Elizabeth Tresnan, Study UK Director
Launched a social media ambassador programme
- 17 GREAT scholars from 10 countries who are studying across the UK this academic year were recruited to create authentic social media content, streamlining production and leveraging peer influence.
- Ambassador content is resonating with our audience; it made up less than 10 per cent of social content but achieved 24 per cent of engagements.
- Some of the content we’ve produced includes: ‘Day in the Life’ videos, subject spotlights, university life tips and insights, promotion of GREAT Scholarships and sharing their reasons for studying in the UK - inspiring the next generation of students.
Introduced subject spotlight campaigns
- These campaigns showcase the UK’s strong course offering and diverse opportunities, positioning studying in the UK as the best possible preparation for a global career.
- Our first campaign focused on creative arts, filmed in person at three UK universities. For the subsequent sports campaign, which was launched alongside the Paris Olympics, we requested existing footage from the sector.
- This change in production style saved us time and money and meant we could feature more universities; ultimately, we collaborated with 12 universities for the sports campaign.
- To date, the campaigns have achieved over 13.3M impressions, 5.8M engagements, 5.4M video views and 57K link clicks.
Delivered ‘Pop-up Study UK’, a first-of-its-kind, interactive exhibition in a shopping mall in Malaysia
- This innovative format brought UK education directly to the public, engaging a large audience and leveraging unconventional spaces.
- Over 12K visitors attended, while surrounding promotions generated over 20M impressions across various media channels including radio, social media and out of home advertising.
Partnered with influencers across a range of platforms to engage new audiences globally
- By utilising Key Opinion Leaders (KOLs) on Douyin and Key Opinion Consumers (KOCs) on Redbook, we were able to reach over 4M users in China and raise awareness on platforms we don’t have a presence on.
- In other countries, we chose creators who have reach across multiple platforms to amplify messaging, this resulted in a 13.5 per cent average engagement on YouTube and a 57 per cent play rate on Instagram.
Tested new ad formats on YouTube (six-second bumpers and 30-second skippable ads)
- Diversifying investment across formats allowed us to deliver 40 per cent more impressions, 43 per cent more clicks, 26 per cent more completed views, with a 29 per cent cost-effectiveness.
Study UK 2024-25 photo gallery
Check out our gallery of Study UK photos from the last year.
You'll spot our GREAT scholars, Study UK Alumni Awards entrants, winners and guests, snapshots from our awareness and consideration campaign, and students who participated in our national scholarship events and visits.
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