The Challenge:
Tennessee Tech University is a prominent public university located in Cookeville, Tennessee, renowned for its commitment to academic excellence and preparing students for successful careers. 535media was challenged with increasing undergraduate applications, enhancing brand awareness and driving engagement among prospective students.
Our solution:
535media crafted a targeted Connected TV campaign aimed at reaching potential undergraduate students and their families in key regions of Tennessee. The strategy was designed to maximize engagement and conversions by leveraging advanced targeting techniques, creative ad development and continuous optimization.
Results
- This campaign delivered 595,918 impressions and a significantly higher-than-industry standard 90% VCR (video completion rate). The majority of viewers watched the ads in full which is a testament to the effectiveness of the ad content and the precise targeting.
- This campaign delivered a 50% increase in website traffic along with a rise in other key metrics such as pageviews and session duration.
- During the campaign period, there was a notable 35% increase in undergraduate applications.
- The multifaceted approach to driving engagement not only increased social media interactions but also built a strong and supportive community around Tennessee Tech, reinforcing its position as a leading choice for higher education.
