Nottingham Trent University (NTU) do some incredible research. But some amazing stories were going untold. So, we created an exciting new identity and narrative for their research storytelling.
As part of their ‘University, reimagined’ strategy, NTU has developed a compelling portfolio of world-class research and enterprise. Our brief was to promote their research impact and enhance their reputation locally, nationally and globally. Targeting a broad audience of influencers, decision-makers, media, industry, prospective students and the public, we aimed to support impact case studies for REF 2021 and increase public engagement.
Basing our thinking on NTU’s vision of reimagining the university of the future, we created a memorable brand identity with a strong research focus that sat within the University’s wider brand. We developed the line Re:search Re:imagined and brought this concept to life with a 60-second video that tells their collaborative research story and showcases some of their many major research projects.
We also created shorter 6-second and 12-second video edits for social media along with campaign intro and outro video clips for NTU’s own videographers to use to ensure brand consistency. The brand launch also included email templates and bold new assets for digital display advertising. Internally, the new storytelling brand was launched on campus to celebrate NTU’s research with lamp post banners, promotional banners and digital screens.
A 300%+ increase in page views, unique page views and users to the research section of the website compared with the same period in 2020. 1,474% increase in visitors going direct to the research webpages before any other section on the website. Paid social media activity was the driving force behind the campaign and delivered over 8 million impressions and 24,000 users to the research section of the website. Overall, the third-party display advertising generated 2.4 million impressions and 82,164 visits to the website.
2022 Heist Gold Award – Best Use of Data, Insight or Marketing
2022 Heist Silver Award – Best Brand/Reputation Campaign
2022 Heist Bronze Award – Best Use of Content
“Waterfall have collaborated seamlessly with the University’s marketing and creative teams to help elevate NTU’s brand. Their sector and stakeholder knowledge has brought clarity, dynamism, and important new insights to our table. Their versatility and innovation is epitomised by the ‘Re:search Re:imagined’ project — Waterfall consolidated the University’s strategic values into a novel, vocal and versatile campaign that amplified NTU’s reputation for world-class research.”
– Nicola Vassallo, Associate Director of Brand and Marketing, Nottingham Trent University
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