academyEX launches campaign with 76% boost in engagement

academyEX has unveiled its latest marketing campaign, aimed at showcasing its distinct approach to postgraduate education. The new campaign is highlighted by an explainer video titled "Find your EXfactor," which has already delivered a 76% increase in engagement across all marketing channels.

The campaign was developed in collaboration with the creative agency ODV, whose Co-Founder Jacob Dawson has voiced a common sentiment about the typical shortcomings of educational advertisements. "Education ads leave a lot to be desired," he said. "They don't make you feel anything, yet education is one of the most life-changing experiences out there."

Simona Turin, CEO of academyEX, echoed similar views. "At academyEX we do education differently, with innovative learning programmes centred on collaboration, critical thinking, managing change, and solving real-world challenges," she commented. "Our approach is bold, and we needed to show that in our communication."

The "Find your EXfactor" video aims to celebrate the joy of learning. academyEX describes itself as a community for individuals who are upskilling, pivoting careers, or returning to education. The campaign purports to help learners find their "EXtraordinary" by connecting them with leaders, innovators, and entrepreneurs.

The narrative follows a character named Kate, portrayed by actress Natasha Daniel, who transitions from a disengaging job to the realisation of her dream career through academyEX’s flexible courses. The video's innovative depiction includes moments of tension and humour to engage the viewer. The campaign also featured three supporting brand videos and was predominantly shot on-site, utilising academy staff and students as actors.

Dawson credits the campaign's success to its relatability and vibrant presentation. "We can all relate: Kate's reservations would resonate with many – she’s too old; she has a job and kids and she certainly doesn’t want to go back to uni with people half her age. Yet new skills and ways of thinking aren’t only the remit of those who have just left school. They should be for everyone," he explained.

Highlighting the importance of engaging content, Dawson cited marketing effectiveness expert Peter Field, who identifies a significant cost associated with producing dull advertisements. Field posits that unengaging adverts typically yield 6-7 times less return on investment compared to those that resonate strongly with audiences. "The EXfactor concept is colourful, bold and cheeky – all of the things educational adverts usually aren’t," Dawson added.

The video's humorous elements are designed to foster a deeper connection with the audience. Dawson believes that leading with humour provides an instant relatable point of connection, which facilitates openness to the message being conveyed. This approach helped academyEX turn a relatively ordinary concept into an engaging narrative.

Since its launch, the video has been distributed across social media platforms, academyEX’s website, and through sponsored advertisements. The campaign has seen a 71% view-through rate, indicating that the majority of viewers are watching the entire explainer video. Feedback from alumni and students has been positive, with many confirming that the video accurately reflects their experience at academyEX.

Perrin Rowland, Chief Experience Officer at academyEX, pointed out the importance of using real students and staff in the videos. "This was incredibly important because we wanted the video to reflect the heart of the experience and the learning support we provide," Rowland stated. She also noted that the campaign has transformed employees into passionate brand ambassadors, strengthening their connection to the institution's mission.

Turin emphasised the necessity of continuously adapting to a rapidly advancing technological landscape. "With AI and other technologies advancing at lightning speed, we must relearn how to connect continuously with new knowledge," she said.