University of Nottingham
Reputation Campaign
Client
UoN / POWW
Service
Visual Design
Industries
Education
Year
2026
The University of Nottingham needed to strengthen its reputation and brand awareness across key international markets. The campaign was designed as a reach-led reputation campaign across India, Turkey and China, rather than a student recruitment or lead-generation campaign. I was responsible for the development of the campaign's advertising creative.
Insight
For a reputation campaign to build familiarity and trust, the University needed to communicate more than its institutional identity. Its reputation could be strengthened by showing the different ways Nottingham creates value—from the student experience and employability to research and the wider university story.
Big Idea
Show what Nottingham stands for. We built the campaign around four distinct dimensions of the University: Brand/Core, Campus & City, Employability, and Research.
Execution
These pillars were translated into digital advertising creative across the campaign's international markets, giving audiences different entry points into the University of Nottingham story. The creative ran across Meta, Google/YouTube and, in China, UnionPay, Baidu and Youdao. After two weeks, the India and Turkey campaign had delivered 951.6M impressions and 1.36M clicks, while direct website sessions from the two markets increased by 155% compared with the previous period.
