Edinburgh Napier University Programmatic

Edinburgh Napier University

Transforming ENU’s brand perception with high-impact multi-channel activations

Edinburgh Napier University (ENU) sought to launch a bold and impactful brand awareness campaign aimed at elevating its reputation. The goal was to reposition the university from a backup or discovery option to becoming a premier, first-choice institution for students in Scotland.

To achieve this transformation, we needed to significantly enhance ENU’s visibility and appeal among prospective students. Our programmatic strategy focused on engaging Scottish young adults in high-impact, premium environments, ensuring both extensive reach and measurable results.

What we did

For our audience, YouTube offered scale, precise targeting, and enhanced measurability using brand lift studies within DV360. So, we centred our multi-channel strategy around the platform, using OOH, TikTok, and CTV to deliver impactful ads with the reach and frequency needed to boost brand awareness.

What we did

By combining broad demographic audiences with more precise targeting based on university and competitor keywords and custom affinity groups, we were able to maximise our reach without sacrificing specificity.

What we did

Advancements in DV360’s capabilities also gave us additional access to Shorts inventory as well as our standard YouTube formats.

We saw exceptional results from our YouTube activity, over delivering against every KPI:

Reach: 1.17M unique prospective students
Engagement: +57% increase in completed views vs objective
Recall: +11.1% absolute lift in ad recall at a cost per lifted user of £0.09.

This exceptional lift was more than double the industry average and combined with an exposed positive rate of 40%, really demonstrates the impact of both our creatives and strategy, utilising YouTube, and the new shorts inventory to drive brand awareness in our target audience.

+11.1%
Lift in ad recall
+57%
Increase in completed views
1.17M
Unique prospective students