Showcase: Oxford Brookes welcomes new students in personalised video campaign

Oxford Brookes University ran a personalised video campaign on A-level results day (17 August) to welcome its latest intake of students.

The #helloBrookes welcome team including chancellor Grainger (standing, first on left)
The #helloBrookes welcome team including chancellor Grainger (standing, first on left)

On the morning of results day, incoming students were invited to get in touch with the university via social media using the hashtag #helloBrookes to receive a personalised welcome video.

In total, 10.6 per cent of new undergraduate students did so, and between 17 and 19 August, the university created 286 videos - some of which featured the university's chancellor Katherine Grainger, a British Olympic rower (see below).

Dana Rock, campaign project manager, said: "The aim of the #helloBrookes campaign was to welcome our new students to the university and ease their transition to arriving at Oxford Brookes University in September. In previous years, our communications to new students have focused on the practical side of enrolling at university and relied heavily on email, resulting in a lack of engagement.

"The omnichannel campaign tackled this problem head on by delivering hyper-personalised, emotionally-engaging welcome communications on a mass scale."

According to the university, the #helloBrookes hashtag achieved over four million impressions on Twitter and Instagram, while the videos were collectively viewed over 50,000 on Facebook and Twitter.

Oxford Brookes said the campaign would continue to deliver a mix of tips, personal advice and information for new starters across its digital and social channels until 8 October.


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