University of Dundee

Working with students’ favourite UK University

At Frame Digital I had the pleasure of winning and leading #testdrivedundee, an award winning recruitment campaign for the University of Dundee.

In the year prior to the campaign the university was rated #1 in UK student satisfaction surveys. Our idea was bold but simple - let’s put the survey to the test. We gave school leavers the opportunity to sample life at the university and let them tell the real story online.

We received hundreds of entries via our microsite and over 10,000 unique votes. The hashtag had a reach of 2,500,000 and engagement levels on the University’s social channels increased by 55%. Traffic to the main website increased by 600,000 visits and we surpassed our goal of increasing matriculations.

A big idea and a winning strategy

The campaign was a huge success and won ‘Best Social Media Strategy’ and ‘Best Integrated Strategy’ at The Scottish Creative Awards in 2014.

The client loved the idea so much and were so delighted with the results that they decided to run it in 2015 in which it won a number of education awards as well as taking a silver in the digital category at the Marketing Star Awards 2015.

Test Drive Dundee - Website visual