SINGAPORE
MANAGEMENT
UNIVERSITY
INSPIRING CHANGE
When SMU was exploring ‘Meaningful Impact’ as a new branding focus, BBC StoryWorks was engaged to raise awareness and inspire students by showcasing the university’s strengths in research, learning, community, and industry affiliation.
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ACADEMIA MEETS INDUSTRY
Employers are demanding even more from graduates, who are expected to be entrepreneurial, forward-thinking and problem solvers. Based on these insights, the campaign highlighted SMU’s links to industry, offering real-world experiences that make a real difference.
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A CHANGE FOR GOOD
Harnessing the heritage of BBC’s powerful storytelling and reach, BBC StoryWorks produced a branded content series, Making an Impact. Thought-provoking articles and a slick, animated video showcased how SMU was a business school that also produced world class research of great social importance, positioning the university as a hub for transformational study.
Branded
content series
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MAKING THE GRADE
The SMU campaign was extraordinarily successful, delivering 15 million impressions on social media and across bbc.com. Ad recall was 69% and an impressive 31% Uplift in Brand Love was recorded, along with a Familiarity of Brand score of 92%.