The University of New Brunswick (UNB) sought to shift perceptions, attract prospective students, and stand out in a competitive academic landscape. Their goal: to spark deeper emotional connections while driving measurable recruitment success.
Here’s how NATIONAL and Time & Space helped them reach that goal.
Strategy
To launch a campaign that could Do More than simply promote a university, UNB needed a brand platform that would not only defend market share but also deepen its connection with the people it serves. Informed by stakeholder input and competitive insights, UNB, NATIONAL, and Time & Space worked together in 2024 to refine the university’s brand foundation. That work paved the way for a creative direction rooted in possibility, ambition, and personal growth.
Built on a clear understanding of what students are truly seeking, the resulting platform positions UNB as a place where they can do more with their education, their experiences, and their future.
Key campaign pillars:
- Story-telling approach: A series of hero narratives featuring students, alumni, and faculty sparked curiosity through short-form creative.
- Multi-channel execution: Cinema, digital out-of-home, and social content captured attention, while influencer collaborations created more personal, authentic connections. Lead generation tools were embedded throughout to reduce friction and support student conversion.
- Localized focus: Media investments were optimized for core recruitment markets in New Brunswick and Ontario.
- Performance optimization: Real-time data informed channel prioritization and message refinement throughout the campaign.
We developed a cohesive campaign infrastructure—from messaging templates and creative assets to campaign guides—ensuring seamless adoption across departments and initiatives.
Results
The impact of the Do More campaign was not only wide-reaching—it was transformational.
Enrollment growth
- +4.9% increase in undergraduate enrollment (highest growth among all New Brunswick post-secondary institutions)
Audience reach
- 127M total impressions
- 26M video views
- 146K+ Snapchat lens shares
- 330K engagements across consideration-stage channels (295% of target)
Digital engagement and conversion
- +50% YoY increase in web form completions for undergraduate inquiries
- +1.3% YoY increase in domain traffic (the only Atlantic university in the competitive set to show growth)
Influencer performance
- Up to 8x engagement vs. organic TikTok benchmarks
Campaign evolution
Riding on strong results, UNB relaunched the campaign in August 2025—earlier in the recruitment cycle to align with student decision-making timelines. The refreshed creative emphasized the authentic student experience and deeper emotional storytelling, reinforcing UNB as not just a place to study, but a community where students can truly do more.
By weaving together data, empathy, and creativity, the Do More campaign didn’t just capture attention—it converted it into action. The campaign set a new benchmark for student recruitment success in Atlantic Canada, with valuable insights fueling its continuous evolution.
