How does the UK’s top STEM sixth form - The National Mathematics and Science College - celebrate their graduating students, and recruit new students in a way that genuinely speaks to them?
Lean into fandom. For the LEVEL UP social campaign NatMatSci needed a high-impact way to appeal to the maths geeks, the gamers, the physicists, the medics, the coders that make up the school’s vibrant student body. All using the visual language of online roleplaying games.
The two-month social campaign increased enquiries by 84% and applications by 78%, visits to the Virtual Open Event page 6,452% year on year, was nominated for two AMCIS impact awards - the premier awards for independent schools - in digital marketing.
And best of all, overall enrolment increased year-on-year 200% in September and by 250% in October 2025.
The initial 15 second teaser/launch spot highlighted the 86% A*/A level results, with over 71,000 views and 113 shares (Compared to our 2024 Announce which had 2724 views and 0 shares.)
Students from the premed program got the own compilation post, highlighting medicine places.
the final post featured the School Vice principal in Dungeon Master roll. it wa viewed 17,758 times, shared 78 times, with multiple "GOAT" comments form current and former students.
The campaign assets have been repurposed for use across multiple touchpoints year round, Including an extra large gaming mousemat for agents and student fairs
A "University Battle" card game, featuring over 34 of the students. Players take the roll of a fictional university competing to place top students - the first uni to recruit ALL the NatMatSci stem heroes wins.
And a 6 minute NatMatSci School promotional compilation video in 16-9. This runs on digital signage in the school reception, is used by international agents, and by the school marketing department at international recruitment fairs worldwide.