In March 2018 a team was formed to build digital campaign content for the
priority area of developing novel ways to communicate around key areas of Oxford research.
The first campaign was designed to position Oxford as the world’s leading research institution and a key UK source of innovation, to encourage investment in the university from government, investors, business and alumni, to deploy Oxford research to actively influence public debate, and to overcome the poor awareness of Oxford’s strength in these areas.
Artificial intelligence was selected as the first priority theme, and a suite of content was developed for key online and offline spaces, supported by bursts of paid advertising aimed at our target audiences (see below for more information on audiences).
The campaign featured 'walk and talk' videos optimised for social media, documentary-style interviews, instagram snippets, work with online influencers, launching a new podcast, a microsite, and more traditional media targeting.
To date, videos about our work in AI have been watched by over 1.5 million users on social media (paid and organic), and our AI-themed stories across social media have reached nearly 7 million newsfeeds (paid and organic).
The podcast reached number 1 in Apple's technology chart, and was featured in their new and noteworthy section, gaining 50,000 listens across the season with an average listen time of 45 minutes.