:format(webp))
University of California, Berkeley
Experience brilliance.
Transforming a national heritage brand into something truly global. Berkeley wanted to develop a new brand for their emerging product, the Berkeley International Study Program – a 6-week experience for students from abroad to come and get a feel for the campus, the curriculum and a bit of that California life. It needed its own identifiable sub-brand of assets that worked with the masterbrand of the university, and a digital marketing strategy that translated across markets worldwide.
:format(webp))
:format(webp))
:format(webp))
:format(webp))
The answer came in the shape of ‘Experience Brilliance,’ a robust campaign that leveraged real stories from international students at Berkeley. Sharing their daily lives, showing what they get up to and articulating the kind of brilliance students will experience was central to driving the message home and inspiring an audience from miles away.
Instagram stories and day-in-the-life videos helped build affinity with international audiences at an awareness level, while targeted ads continued to build a picture of what life could look like 'experiencing brilliance' at Berkeley. From dusk til dawn, and campus to the Bay Area, the campaign aimed to showcase the multiple facets of the programme. To assist in the decision-making journey, we created bespoke landing pages that celebrated real-life stories, and answered any possible queries prospective students might have.
:format(webp))