HOLISTIC DIGITAL SUCCESS: Roskilde University

From scroll to conversation: RUC tests new ways to get young people's attention

A digital strategy can't replace real contact - but it can start the journey. RUC and InboundCPH are experimenting with new approaches to capture and retain young attention.
Always-on

tracks on Meta

New platforms
integrated

in RUC's digital presence

SEM

as a more integrated part of paid efforts

Collaboration: 2023 - now

The project
Social Ads (Meta, Snapchat, Reddit)

Google Ads & YouTube Ads

Strategic consulting

Industry sector
Education and training

01
Why did you choose InboundCPH?

"It was important for me to find an agency that understood RUC as a customer. Our customers' journeys span several years several years, InboundCPH has quickly understood RUC's work and brand, and the ethical choices we try to make. They have shown great commitment..."

02
Integrated push and pull marketing

RUC and InboundCPH collaborate on a strategy that combines push advertising on social media and YouTube with a seasonal, always-on Google Search effort. A consistent visual style ensures coherence across channels, and new Google Ads formats are continuously tested to optimize impact.

03
Greater visibility and sharp paid strategy

The collaboration has elevated RUC's marketing with an always-on track on Meta that strengthens visibility and data, expansion to Snapchat and Reddit, and a stronger SEM effort that balances push and pull.

How the collaboration grew big

01 Situation: Rivalry for future students

Like all educational institutions, Roskilde University exists because of its students - but how do you effectively recruit that target group and where are they really located?

RUC wanted to increase awareness of their bachelor and master programs and ensure stable recruitment of new students.

They had a particular focus on attracting more attendees to their Open House event, but faced and continue to face limitations in their impact measurement due to ethical guidelines for digital advertising and tracking. At the same time, they needed to optimize their SEM efforts and find new ways to engage their target audience. To solve these challenges, RUC chose to work with InboundCPH, who quickly understood the university's unique needs and the ethical choices they make in their digital advertising.

02 Process: New media, different methods 

The collaboration between RUC and InboundCPH is based on a combination of strategic push and pull marketing.

The strategy includes:

  • Push advertising via social media (Meta, Snapchat and Reddit) and YouTube to reach potential students at new touch points
  • An always-on Google Search strategy where branding and keyword ads for undergraduate and graduate programs are seasonal
  • Visual consistency across channels to create a common thread in communication
  • Continuous testing of new campaign formats on Google Ads.

The collaboration is dynamic and based on close dialog between InboundCPH and RUC's communication team. Through regular meetings with Victoria West, performance is evaluated and the strategy is adjusted to ensure that the budget is used optimally. 

 For Victoria Vest, it was crucial to find an agency that really understood RUC: "It was important for me to find an agency that understood RUC as a customer. Our customers' journeys span several years; there isn't a 'add xx higher education to basket' button. But InboundCPH quickly understood RUC's work and brand, and the ethical choices we try to make. They have shown great commitment..."

03 Result: Greater visibility and sharper paid strategy

The collaboration has created valuable results for RUC:

  • Introduced an always-on track on Meta to stay top of mind with the target audience and strengthen the data foundation
  • Expand your digital presence by integrating new platforms like Snapchat and Reddit
  • SEM is now a central part of paid efforts, ensuring a better balance between push and pull advertising.

InboundCPH has managed to navigate the ethical constraints of tracking while creating a result-oriented strategy that optimizes RUC's digital recruitment efforts.

Focus for 2025: Stronger awareness and channel optimization

The collaboration continues with a focus on expanding RUC's awareness and further optimizing the channel strategy. Next steps include:

  • Continued testing and development of new channels (just launched new campaign on Reddit)
  • Optimize performance across social media and SEM.
  • Data analysis despite tracking limitations to ensure efforts remain targeted and effective.

"InboundCPH's specialists are enterprising, committed, nerdy and full of positive energy."

"InboundCPH's specialists are enterprising, committed, nerdy and full of positive energy. Our specialists are
collaboration is very much based on trust, commitment and a shared understanding of our long-term
Goals."

Victoria Vest 
Marketing, Chief Consultant, RUC

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