Case Study: Northumbria University achieves increased student applications and 50% lower cost-per-engagement with Twitter

A university increased student applications with Twitter

Northumbria University, a research‑rich, business‑focused institution in Newcastle with about 35,000 students, needed to boost UK applicant numbers by raising brand awareness among prospective A‑level and mature students. The university used its student‑focused @NUstudents Twitter account to drive applicants through targeted social campaigns.

They ran website‑clicks/conversions campaigns with visually rich Website Cards, A/B tested images and copy, uploaded CRM lists as Tailored Audiences, and used website tags to remarket visitors (even featuring student hoodie selfies). The approach delivered strong engagement and a cost‑per‑engagement that was 50% below target.

Northumbria University

Paul Taylor

Digital Marketing Coordinator