1. Finding the Right Audience

Given the niche nature of NUS SCALE’s programs, we focused on identifying the ideal prospects who were most likely to be interested in pursuing a Master’s education in Smart Industries, Digital Transformation, and Venture Creation.

We pinpointed key audience segments, primarily from Southeast Asia and the US, who had a demonstrated interest in advanced education, career advancement, and the specialised fields offered at NUS Scale. 

This level of precision ensured that marketing spend was directed toward individuals with genuine intent, reducing wasted impressions and improving lead quality. By reaching people already aligned with NUS SCALE’s academic focus, the campaigns not only generated more relevant enquiries but also increased the likelihood of long-term enrolment conversions. 

2. Leveraging Intent Data

Another method Brew utilised to make sure we reached the most relevant individuals was intent data. This is a powerful tool that helps identify potential leads who have shown signs of interest in specific topics or services.

Intent data refers to information collected from users’ online activities that indicates their likelihood of engaging with certain topics or making a purchase decision.

By analysing user behaviour across multiple platforms and content sources, we can gain insight into a person’s intent to enrol in specialised education programs like those offered by NUS SCALE.

A diagram depicting the flow of user intent data

Intent data provides us with a clear picture of individuals who are actively researching or engaging with content related to the fields NUS SCALE covers. This allowed us to hone our focus on highly qualified leads and tailor our outreach accordingly. 

3. Using 3rd-Party Intent Data for Custom Audience Creation

We sourced third-party intent data and extracted audiences with a high propensity to engage in the specific programmes offered by NUS Scale.
Instead of relying solely on demographic assumptions, this data revealed real behavioural signals, including past searches, content consumption patterns, and program comparisons, that indicated genuine interest in postgraduate study.

By combining these insights, we built custom audience groups that closely matched the characteristics of NUS SCALE’s ideal applicants. This ensured that campaigns were guided by actual intent rather than broad targeting, helping NUS SCALE reach prospects who were already in the consideration phase of their education journey and far more likely to convert.

A chart visualising how customer intent data enables smarter audience segmentation, driving more qualified enrolment leads for NUS SCALE.

4. Digital Ads for a Custom Audience

With the identified audiences in hand, we crafted highly targeted ad creatives that resonated with their specific career goals, aspirations, and educational needs.

These creatives included dynamic messaging about the unique value propositions of NUS Scale’s programmes, such as career advancement in digital transformation and entrepreneurial opportunities in venture creation.

The custom audience ads were designed to drive both awareness and lead generation, prompting users to take action. 

Samples of digital ads Brew crafted for NUS Scale, informed by audience intent data and tailored to resonate with professionals seeking advanced, career-driven education.

5. Creating a Recruitment Video for NUS SCALE

To further strengthen NUS SCALE’s positioning and appeal, we produced a recruitment video that brought their story and campus to life.

We set out to showcase NUS SCALE not only as a world-class institution but also as a vibrant, diverse community where ambitious thinkers from across Asia come to learn, connect, and grow.

Key themes featured in the video included:

• Life on campus at NUS, capturing its dynamic, collaborative, and globally connected environment.
• The diversity of students from across Asia and beyond.
• NUS’s reputation as the best university in Asia and a top-ranked institution globally.
• The energy and vibrancy of the NUS SCALE learning experience.