Going always-on makes a bigger impact for EDHEC

How does one of Europe's top business schools stand out when competing for students internationally? EDHEC launched a bold new strategy to build brand salience on LinkedIn and nurture relevant audiences ahead of demand campaigns for specific courses. The school's video led, always-on campaigh smashed performance benchmarks for engagement, video views and video completions - and catapulted EDHEC into the top quartile of influence for the education sector on LinkedIn.

The Challenge

• Reach and engage relevant students and opinion leaders on higher education
• Build brand salience
• Establish EDHEC values around excellence, innovation and entrepreneurial spirit

The Solution

• Always-on brand campaign built around video content
• Sponsored Content and Carousel Ads to help differentiate EDHEC through research work and international partnerships
• Bespoke targeting approach reaching students open to higher education and key opinion leaders influencing their choices
• Reach across France, the UK, US, Singapore and India, teh targeted areas for this campaign

Why LinkedIn?

• Power of LinkedIn data for targeting key higher education audiences
• Proven content and brand-building platform
• Reach across all priority markets for EDHEC

Results

• The campaign reached 2.6 million LinkedIn members in EDHEC's key markets
• The engagement rate reached 0.9%, double LinkedIn benchmarks
• The video view rate of 53% was double LinkedIn benchmarks
• The completion rate of 30% was more than 7x LinkedIn benchmarks for a video over two minutes
• EDHEC's ranking by Content Marketing Score improved from seventh to third, positioning the school in the top quartile for its sector