Three students standing outdoors near a curved concrete wall, talking and smiling, with green trees and university buildings in the background, promoting UCD Virtual Master's Week from November 25 to 28.
A young woman with long brown hair and earrings smiling outdoors near a water body with trees and a bridge in the background. The image includes quotes about UCD's reputation and campus life, with her name Emily displayed.

UCD | Virtual Master's Week Social Media Campaign

I was brought on to work with the UCD Global team to lead the strategy and execution of a highly targeted, TikTok-led campaign across Ireland and the UK, aimed at driving clicks and signups for University College Dublin’s Virtual Masters Week. I developed the creative and performance strategy, collaborated with students to script and produce authentic content, edited all assets, and built and optimised paid media—delivering platform-native storytelling that drove strong awareness and measurable event interest.

Impact

Impact

Delivered a 0.61% CTR and an efficient €0.26 CPC, driving strong traffic to event signups.

Highly targeted delivery across Ireland and the UK reached a wide but relevant postgraduate audience.

Multiple creative formats sustained attention and performance throughout the campaign.

Results confirmed strong efficiency and content relevance in the higher education space.