HyperionDev’s Online Coding Bootcamp Campaign
How an OOH advertising campaign created a surge in share of search
Applications to HyperionDev in partnership with the Department for Education for online coding bootcamp courses.
Increase in search demand in Greater London when comparing September to December 2022 against the same time period in 2021.
Increase in Share of Search from August 2022 (54.7%) to December 2022 (80.2%) in Greater London.
HyperionDev is one of the largest global tech education providers, founded in 2012. It offers online coding bootcamps in partnership with leading universities, such as the University of Edinburgh, University of Nottingham, Imperial College London and the University of Manchester. HyperionDev won a contract to partner with the Department for Education to get people aged 19+ to apply for the chance to enrol on a government-funded online coding bootcamp. This included fully funded scholarships to upskill on coding.
As HyperionDev is based in South Africa, it has an objective of growing brand awareness in the UK. The main objective of this campaign was to increase online applications from the Greater London area, for an online course being offered by HyperionDev.
To target the Greater London area, aip identified London Underground Out of Home (OOH) activity as an effective way to reach the target audience. OOH was seen as a way of landing key messages to HyperionDev’s core demographic.
The creative used (see above) was centred around a positive message of earning more with a career change into tech and coding. The 48-sheets at London stations and train car panels used across various London tube lines featured a vanity URL as the CTA to drive traffic, with activity beginning in September 2022.
As a result of the London Underground Out of Home (OOH) activity, search demand for HyperionDev related brand and course terms increased by 2,675% in Greater London when comparing September to December 2022 to the same time period in 2021. The impact of this increase was that HyperionDev saw a 25.5% increase in Share of Search from August 2022 (54.7%) to December 2022 (80.2%) when compared to their coding bootcamp partner institutions of the University of Edinburgh and University of Nottingham.
This insight highlights how Out of Home activity can impact on your search demand and ultimately your Share of Search. This is particularly the case for this campaign, as we saw that HyperionDev’s partner institution the University of Edinburgh saw search demand for coding bootcamp related keywords increase by 529% in Greater London during the same time period as HyperionDev between September to December 2022 when compared to the same time period in 2021.
This significant increase was not confined to Greater London, as the United Kingdom search demand and Share of Search numbers told a similar story. HyperionDev saw a 3,621% increase in Search Demand when comparing September to December 2022 to the same time period in 2021, whilst also seeing a 32.7% increase in Share of Search when compared to the same partner institutions.