Against a backdrop of shifting student priorities and a competitive landscape for applicants, Royal Holloway needed a mission-driven brand that would enable them to effectively communicate the values on which they are built. Ready to be challenged, they were in search of a real step-change.

In a market where non-Russell Group universities were bracing for impact, Royal Holloway, University of London, chose a different path. With our ‘For What Matters’ campaign, we set out to step out of the shadows, defy expectations, disrupt the status quo, and show that bold strategy and uncompromising creativity could drive real impact.

Built on distinctive insights, fearless storytelling, and a relentless focus on 
authenticity, the campaign supercharged their brand awareness, ignite consideration, and drove a sector-defying surge in applications for 2025 entry.

At a time when the higher education sector felt muted, Royal Holloway chose to 
amplify stories of real students, real experiences, and real change. We broke new ground on the Venatus gaming platform, engaging students where they truly are, and made use of dynamic creative optimisation to adapt and refine campaign messaging in real time.

Rather than playing it safe, we took risks - and those risks have paid off. We showed the entire sector that it is possible to rise above the noise, even when you’re 
not a Russell Group giant. We listened to hard truths, leaned into our authentic story, and used data to ensure every message hit its mark. The campaign wasn’t just impactful. It was transformative. 

Our commitment to EDI, accessibility, and sustainability was not an afterthought but a foundation. We didn’t just represent diversity; we championed it. We didn’t just drive applications; we re-ignited pride. And we didn’t just create a campaign; we 
crafted a story that students wanted to be part of. ‘For What Matters’ is more than a campaign. It’s proof  that the right mix of strategy, creativity, and courage can 
change everything.