Kings College London - Lead Generation Campaign
Services provided: Strategy, Creative Campaign, Paid Media
Brief.
King’s College London partnered with SHC to support recruitment for its MedTech Innovation cohort for the academic year 2025/26. The collaboration focused on building awareness of scholarship opportunities and driving quality applications from a higher calibre of high-potential Indian students within a short application window.
The client needed to fill 15 scholarship places within its 2025/26 MedTech Innovation cohort, exclusively from Indian students. With applications opening in July and closing by September 2025, the challenge was to quickly raise awareness in a competitive higher education market and convert interest into scholarship applications with a higher calibre of students within just two months.
What We Did.
SHC developed a dual-track lead generation campaign combining organic and paid media activity to ensure consistency of messaging and that the activity was reached by a wider audience.
We first of all did a channel analysis of where this target audience was most active and identified a high audience population across both LinkedIn and Instagram. Due to LinkedIn's targeting ability, we knew LinkedIn was a primary channel for this campaign, therefore we dedicated more of the paid media budget to this channel.
The dual approach meant activity ran across King’s College London’s MedTech company LinkedIn page and the lead professor’s personal LinkedIn account, supplemented by boosted organic content on Instagram. We created 3 -4 posts per week, which were scheduled to be delivered at the optimal time for the target audience.
Paid LinkedIn lead generation ads were targeted specifically to the defined student audience with the specific goal of getting interested students to sign up for more information.
Creatively, the campaign used video and static assets throughout the eight-week campaign that showcased previous student success stories to build aspiration and credibility. The strategy ensured visibility, credibility, and direct engagement with potential applicants to ultimately drive a higher calibre of student to make an application.
During the campaign we provided real-time reporting and had a weekly performance call with the client to discuss the campaign performance overall, recommended optimisations and changes to continually improve the calibre of students making applications.
Results.
The campaign generated 79 qualified leads, of which over 35 progressed to the scholarship application stage. This significantly exceeded the client’s target of filling 15 places, ensuring the MedTech Innovation cohort had a strong pipeline of high-quality candidates from India for September 2025 intake.