Lesson in success for student rental accommodation providers FSL with multi-channel, international campaign
To deliver a fully integrated UK and Chinese advertising campaign to rent 18,000 student beds at 61 sites across 30 cities.
The inherent nomadic nature of students makes them a tricky audience to reach so the tone of the messages, and pinpointing the most impactful environments, was key to the campaign’s success. Each city and accommodation site also differed so a tailored approach was paramount. A multi-channel campaign was created: offline around the cities and indoors in student unions, and online across social media, UCAS emailers and student property portals.
Introducing a dynamic programmatic feed to the online campaign allowed for a complete change of strategy. By running UK-wide targeting and serving the relevant retargeting banner, depending on which page had been visited on the FSL website, meant the messages were engaging with a highly targeted student audience who were much more likely to rent from FSL.