Case Study: Coleg Gwent Recruitment
Why Humour Tripled Engagement
Coleg Gwent wanted to reach more students in a crowded recruitment market. Our research showed that young audiences respond to two extremes: bold, high-end content or raw, authentic voices. Anything in between — polished but corporate — is ignored.
Workshops with over 80 students revealed something important: humour matters. On TikTok and YouTube, funny and relatable content consistently drives attention. As one student told us: “I’d rather watch something that makes me laugh than a video telling me what to do.”
Our Approach
We co-created a campaign with students that leaned into humour. Light, playful, and instantly relatable, the films felt less like advertising and more like the content students actually consume.
Why It Worked
- Grabbed attention in the first few seconds.
- Matched the formats and tone of TikTok and YouTube.
- Felt authentic because the humour came directly from students themselves.
The Result
The campaign achieved a 3x higher click-through rate compared to Coleg Gwent’s previous recruitment films. Off the back of its success, we’ve been invited to create a broader recruitment campaign for the college.
