The Open University
Strategy
The Open University (OU) aimed to raise awareness of its programs, specifically focusing on how it equips students with soft skills to become career-ready. The goal was to inspire prospective students by showcasing real-world examples of how the OU supports lifelong learning, career growth, and flexibility in education.
To meet the client’s brief, we focused on collaborating with relatable creators who had a credible voice in the education and career development space. Our approach emphasised authenticity, diversity, and personal experiences of studying at The Open University, helping to convey the message that the institution enables students to balance their personal lives, work commitments, and academic growth.
Selection Process
We selected creators whose content aligned with the campaign’s key messages—personal stories of career change, continuous education, and how flexible learning opportunities had helped them achieve their goals. Their audiences were students, professionals looking to up-skill, and individuals interested in accessible education.
We also worked to source talent in both Northern Ireland and Scotland, as this is where the campaign was active.
Content
Results
The campaign successfully communicated how the Open University prepares students for the professional world.
- Collaborating with creators who had a genuine connection to the topic proved to be an effective way of engaging the target audience, as it allowed for storytelling that felt personal and inspiring.
- Flexibility and the focus on career readiness were critical themes that resonated with the audience, as reflected in both the engagement metrics and user-generated content.
This campaign demonstrated the power of influencer marketing in education and how authentic storytelling can effectively communicate an institution’s value proposition to prospective students.