Empowering Digital Knowledge Lab with Dynamic Video Content

York St John University, in collaboration with Digital Knowledge Lab, set out to revolutionise online education for their Digital Marketing & Data Analytics master’s programme. They needed video content that could inspire, engage, and inform—a tall order, especially with an audience that demanded quality, innovation, and accessibility. 

When they approached us, the vision was clear: create a suite of videos that would elevate their online presence, support their students, and showcase the transformative power of their programme. This vision included everything from promotional materials and lecture content to testimonials and short course assets. But there were challenges to overcome, including producing content for students based abroad and finding ways to resonate with an audience with notoriously short attention spans. 

We rolled up our sleeves and got to work, producing 67 video assets that brought their vision to life. 

Building Awareness and Driving Engagement 

At the heart of our collaboration was a hero promo video designed to showcase the programme’s benefits and adapt to different student intakes. This video combined bold animations, DKL branding, and an adrenaline-fuelled soundtrack to capture attention across social media platforms. 

To reach younger audiences, we crafted videos with fast-paced editing, dynamic animations, and seamless transitions between footage styles. The result? A visually captivating promo that stood out in a crowded market where competitors relied on more traditional content. 

Transforming Learning with High-Quality Digital Lectures 

For the programme’s core lectures, we coordinated with multiple lecturers, scripting sessions, arranging teleprompters, and using dynamic editing techniques to create 30 engaging videos across four modules. Each lecture blended high-quality visuals with clear, concise content delivery, ensuring a seamless learning experience for students. 

The short course content took a different approach. Aimed at engaging potential students, these informal, podcast-style discussions used multi-camera setups to capture authentic conversations between hosts and guest speakers. This format resonated strongly with the target audience, delivering value while driving interest in the main master’s programme. 

Letting Students Tell the Story 

Nothing speaks louder than the voices of alumni. To showcase the programme’s real-world impact, we created a series of testimonial videos. These featured graduates from diverse backgrounds sharing their experiences and highlighting how the course shaped their careers. 

We didn’t stop there. Shorter versions of these videos were adapted for social media and email campaigns. The results were remarkable: 

A 36% email click-through rate, well above industry standards. 

A 3% social media click-through rate, demonstrating strong engagement. 

One student, Fred Ostrovskis-Wilkes, encapsulated the impact of our work: 

“Ridiculous improvement in production quality. Also love the podcast-style vibe. Really familiar and accessible format. Compared to the first course I took, it’s night and day.” 

Securing Scholarships for Students

Through Mediaworks’ activity with Northern Housing Consortium and its member housing associations, we wanted to offer a fully funded scholarship through Digital Knowledge Lab, to someone currently residing under a social housing provider.

Rachel McCourt earned herself a £9,000 scholarship with Digital Knowledge Lab, that will see her spend 18 months studying for a Masters in Digital Marketing and Data Analytics.    

Read more about Rachel and scholarships for Digital Knowledge Lab.

Driving Results and Lasting Impact 

Our content continues to drive success for York St John University. The first short course after our updates attracted 783 sign-ups, while the hero promo video has reached over 10,000 views on YouTube, further amplified across Facebook, Twitter, and LinkedIn. 

Beyond the numbers, this collaboration has redefined how video content can transform online education. From brand awareness to student support, every asset we created was designed with purpose—to inspire, engage, and make a difference. 

York St John University’s Digital Knowledge Lab is now better positioned than ever to attract and support the next generation of digital marketing professionals. 

Ready to bring your vision to life? Let’s start the conversation.