Universidade do Minho
First step...a new identity
The University of Minho challenged us to create a new institutional identity for the ‘Sou UMinho 5.0’ concept, a programme based on the development of measures that seek to accompany the student's journey from entry to the end of the first year of their degree.
Starting from the individuality of each student ("Sou"=I'm) and the academic institution as a collective (UMinho), we put the words together. The result? A double U that allows for a more continuous reading and affirms the university's values.
Although ‘Sou UMinho’ is conjugated in the present tense, the students' lives are conjugated in all tenses. The slogan ‘Here you are one of us and you can be whoever you want’ reinforces the present, embraces the past and motivates the construction of the future.
The visual identity accompanied the entire creative and strategic process, colouring testimonials, content and metrics with a clear objective: to increase awareness and demand for UMinho's training offer.
Communicate with time
Tick, tock! It was time to capture the attention of the new students!
To bring UMinho closer to its target audience, we developed the campaign with two criteria in mind: colourful graphics and attractive, informative content. The aim? To create an impactful training proposal, convincing new students of UMinho's training offer, and to offer quality time whenever they are exposed to the content.
To do this, we unfolded the ‘Sou UMinho’ concept into various approaches: testimonies from current students, the academy's values , explanatory videos and a presentation of the university. We had a unique, personalised content strategy ready to be integrated into the academy's editorial calendar.
Inspired by the stories of current students and the possibility of bringing them closer to the target audience, we expanded UMinho's digital presence on Tik Tok with content tailored to the new generations. The strong focus on the video component, with the help of influencers, brought us closer to the new times and took the university further.
Results? Give it time
Over the course of four months, we designed and launched 38 digital campaigns and made more than 150 online adverts. The aim was to increase the University's presence on social networks and drive clicks to the website. Awareness, engagement and traffic were the main triggers for activating the social ads strategy, where we tested specific target audiences to boost the attraction of new students.
