In an ever-competitive landscape, the University of Hull sought to activate and reignite their brand and connect with their key priority audiences, with a new marketing strategy and three key brand pillars; ‘Shaping the future’, ‘Inspiring thinking’ and having a ‘Platform to shine’ to set them apart and position the University as a high-quality study destination. The University of Hull turned to Net Natives to develop a campaign with a licence to push the boundaries and create something truly groundbreaking - reflective of the ambitions of the institution. 

Strategy

In an ever-competitive landscape, the University of Hull sought to activate and reignite their brand and connect with their key priority audiences, with a new marketing strategy and three key brand pillars; ‘Shaping the future’, ‘Inspiring thinking’ and having a ‘Platform to shine’ to set them apart and position the University as a high-quality study destination. The University of Hull turned to Net Natives to develop a campaign with a licence to push the boundaries and create something truly groundbreaking - reflective of the ambitions of the institution. 

Solution

As part of our longstanding partnership with the University of Hull (UoH), Net Natives developed a marketing campaign aligned with World Ocean Day to drive brand awareness of the University of Hull across both prospective student and non-student audiences, and generate PR. UoH set out on a mission to reduce its own use of plastics. Combined with their strong marine research and Hull’s position as a major UK port, the campaign was a great fit to work towards Hull’s long term strategic goals: increasing recruitment, and positioning the University as a leader in plastic-use reduction as part of its quest to be seen as a future-focused and inspirational institution.

  • #MyPlasticPledge Social Engagement

The University launched #MyPlasticPledge - an initiative, which encourages people to sign up to make small changes which collectively will make a huge difference in helping to protect our oceans, with a key KPI being set around the number of pledges collected.  This was a campaign made to make an impact, to show what they stood for; a University that’s going places, in a city that’s really coming into its own.

Having conducted qualitative research and working with the genuine reactions from students, Net Natives’ creative team collaborated with the University to direct and produce an emotive, story-driven film that showcased the Plastic Pledge movement in a real, engaging and reaction-inducing way. The emotive content would portray how vital this initiative was both nationally and locally and capitalise on the hype of the global event, World Ocean Day.

Client
University of Hull

Snapchat HQ

"Net Natives continue to push innovation for student engagement on Snapchat and the University of Hull's pioneering Lens is exactly what our users want when they come to Snapchat and perfect as part of an integrated campaign"
Snapchat HQ

Campaign planning and execution

The campaign consisted of a designed microsite and branded email communication. Students could discover more about the campaign ethos and university’s story at this destination and they were able to recognise how Hull were rising to the challenge of reducing plastic waste and actively participate by submitting their personal plastic pledges.

To drive awareness and engagement in the message. Natives launched the world’s first self-serve Snapchat Lens, promoted via Snapchat’s Beta Self-serve platform. This stand out Augmented reality element of the campaign drove the creation of user-generated content, creating buzz and amplifying the message across social channels. 

  •  #MyPlasticPledge Campaign Microsite
  • #MyPlasticPledge Snapchat AR Lens Content

Alongside this, Net Natives developed a number of  popular interest articles to drive traffic to the pledge, producing shareable infographics for social media and creating a range of digital assets for advertising. 

And the results?

Just two weeks after launch, the campaign received significant awareness and engagement, generating over 15,000 pledges on the microsite (and counting), tens of thousands of Facebook video views and tens of thousands using the Snap Lens.

The campaign has created ongoing social engagement, with a presence and reach far extending that in the original brief, and was shared at the British Science Festival, Hull’s Freedom Festival and the Humber Street Sesh.

The high profile shares provided a beneficial level of awareness and engagement in key geographic recruitment areas and the assets will form an essential part of the University’s always-on brand activity.