We launched our ATL-integrated campaign on 4th September, which included the launch of our ‘Knowledge Wins’ brand campaign as well as the promotion of our sale on the Annual Unlimited Subscription and select microcredentials.
‘Knowledge Wins’ relates to the idea that everyone has done something to get ahead in their job that has nothing to do with their job performance, when they could be spending that time acquiring useful knowledge and skills (via FutureLearn) that would mean they’d be better at their job – increasing their job satisfaction, performance and likelihood of succeeding in their role. In the end, knowledge wins.
The campaign positions FutureLearn as the go-to online learning platform, and we believe that this campaign is a significant first step towards that vision.
Since its launch, we’ve watched the campaign come to life across a range of new and existing channels. Less than 3 weeks into the campaign, we’re already seeing exciting results.
Summary of results so far - Here’s what we’ve seen as a result of our campaign
- We’ve seen nearly 2 million unique visits to our website since the launch of the campaign.
- In the two weeks that our Out of Home (OOH) advertising has been live we’ve increased traffic from all target cities. Notably, direct traffic from London has increased by +40% versus the same period before the campaign launched.
- We’ve also seen an uplift in Branded Organic Search increasing impressions by 23% WoW and clicks by 13.8% WoW.
- There have already been over 900,000 views of our influencer’s FutureLearn ads across TikTok and Instagram.
The media plan - As a reminder, here’s what we’re doing
Out Of Home (OOH) - We’re running a variety of traditional and digital billboards and tube ads in the top commuter cities in the UK (London, Leeds, Bristol, Manchester and Birmingham).
Influencer marketing - We’ve launched our influencer marketing trial with five content creators across Instagram and TikTok. The creators are category-specific with an audience interest in business and management, career progression and healthcare. We’re testing a mix of micro to macro influencers and these ads (like this one) are being boosted via the creators’ own accounts with media spend.
Influencer accounts to follow:
Dr Alex, @dralexgeorge (TikTok)
Scarlet, @thefemalesurgeon (Instagram)
Kennie, @kenniebukky (TikTok)
Shoshanna, @thefairyjobmother (Instagram)
Amina, @draminayonis (TikTok)
FT Upskilling Report sponsorship - FutureLearn is sponsoring the Financial Times Upskilling Report. We have 100% SOV sponsorship which includes both digital and print ads.
Paid media - We’ve launched paid social and paid search ads as well as Spotify ads.
Email activity - We’re promoting our Annual Unlimited Sale and as well as a collection of our discounted microcredentials across email.
To wrap up
Keep an eye out for these ads on your daily commute and on social media, and help spread the word that “Knowledge Wins” across your own social channels.