Higher Education

Campaign Details

Semester one is the largest student intake for this higher education institution. Campaign and channel analysis showed email is a strong conversion point, in which our client can hone the audience until the prospective student enrols into their desired course. We needed to increase the prospective student base as part of a long-term strategy, and at the same time maintain brand awareness in key markets. 

We designed a two-pronged approach to achieve reach first using brand led channels, then capture student data through lead generation tactics in a second phase where we maximised on the audience engaged in phase 1. We cross referenced student application data with Roy Morgan Asteroid research to work out the ideal demo by market and identify channels most highly consumed across segments. We referred to LinkedIn Kantar Research on Education to gain additional insights into the learner’s decision-making journey and course type enrolment by segment to map better creative content.

RESULTS

  • Overall Reach: +5M with a Cost Per Unique Click of $7
  • 1,152 leads generated resulting in a $450 eCPL 
  • +30% new users compared to the same period prior to the campaign launch, +20% page sessions per users
  • View Through Rate on YouTube at +50% compared to 22% industry benchmark
  • Traffic stickiness with average Bounce Rate of 40% across paid channels 

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