What were our challenges?

• Higher education marketing is predictable and boring - we needed to find a way to stand out amongst our competitors.

• Many people have a growing concern about whether or not a college degree is worth an investment.

What did we want to accomplish?

• Brand humor was the forefront of our campaign, because our university believes that college should be a fun experience.

• Instead of creating a group of matching assets to put on all platforms, we built ads that felt native to each platform.

• Collaborate with influencers that would increase our brand recognition.

• Help our audiences associate our university with getting a job after graduation.

What data did we measure?

Our dashboards included data from inquiry all the way to submitting a deposit to CMU after enrollment. Our main KPIs included:

• Click through rate

• Video views

• Shares

• Website sessions

• New site visitors

• Applications