Project: What is the Schools’ Buying Hub North West?
Client: 2buy2 and the Department for Education
The Schools Buying Hub North West, a new procurement initiative aimed at saving schools money, required an animated video to help educate audiences both online and at a series of roadshows. This was to feature as part of a national campaign in partnership with the Department of Education.
The challenge we faced was to educate and build awareness of a new brand to a time-poor audience of school business professionals. We chose to use animation to create a short video explaining and promoting the hub’s free procurement services for schools. This was pushed out extensively via social media, both organically and via boosted posts, featured on email newsletters and was prominently placed on the website homepage for added visibility.
The benefit of using a short animated video was immediate; it created enormous engagement due to its fun, but factual nature and boosted awareness using the brand assets we had already developed. As a result of this and its integration with other marketing activity, key registration targets set by the DfE were surpassed quickly and ahead of schedule.