From the Nominator

"Research suggests that 92% of consumers trust online content from peers more than any other brand messaging (Gather Content, 2020). Likewise, over 60% of TikTok users are comprised of Gen Z--our core target audience of current and prospective students aged 17-24. This is fueling huge shifts to the TikTok platform and the kinds of content we need as universities.  

The Content Collective is a group of 15 real Nottingham Trent University (NTU) students from different backgrounds and course areas who authentically, inclusively showcase what life at NTU is like and what support is available. With a specific focus on TikTok, the aim was to use a trusted voice and current content to build relationships, profile our award-winning student experience, and offer help, support, and advice. 

The vibrant mix of social, academic, pastoral, and passion projects, including big ticket issues such as sustainability and mental health, have helped us develop a sector-leading channel that has allowed us to build a strong community of belonging across the university and beyond. It’s also acting as an inclusive, diverse pipeline for talent to work longer term in the marketing team.  

Supported by practical training and development from the social media team, the Content Collective has helped us bring to life our USPs and tackle both lighthearted and important societal issues. Additionally, content is repurposed for a growing range of uses and is a cost-effective, flexible, and deeply impactful way of telling our story to growing global audiences in real time."

From the Judges

The Content Collective is an innovative way to engage students and tell the story and experience from the student perspective. This approach was savvy, data-driven, and shows the power of storytelling from the student perspective.