Higher education ads have become increasingly innovative, combining digital tools, storytelling, and targeted messaging to attract prospective students. Here are some outstanding examples that showcase creativity and effectiveness in engaging their audience:

Arizona State University – “Your Next Step” Campaign

• Strategy: Arizona State University’s campaign focuses on inclusivity and accessibility, emphasizing that higher education is attainable for everyone, regardless of age or background.
• Features: The ads are simple and uplifting, with a direct call-to-action for those considering going back to school. They highlight online programs and support services, making education feel approachable.
• Why It Works: This campaign’s empathetic tone and focus on accessibility resonate with nontraditional students, including working adults.

University of Phoenix – “We Rise” Series

• Strategy: University of Phoenix has a strong reputation for focusing on working adults. Their “We Rise” campaign tells the stories of real students overcoming challenges, whether career changes or family responsibilities, to pursue their degrees.
• Features: Through high-quality video ads and relatable narratives, this campaign showcases real-life transformations and the benefits of flexible online programs.
• Why It Works: Highlighting relatable, inspiring stories of students connects emotionally, especially with working professionals looking for career advancement.

Harvard Business School – “HBX CORe” Digital Campaign

• Strategy: To promote its online business school program, Harvard Business School launched a digital campaign targeting early-career professionals.
• Features: Through sleek visuals and testimonials, Harvard Business School uses aspirational branding and high-quality production to convey the value of its education. The ads focus on how the HBX CORe program can provide real-world skills and career benefits.
• Why It Works: By connecting its brand with career advancement and prestige, Harvard appeals directly to ambitious, driven young professionals.