01 — Project Details
02 — Strategic Process
03 — Results
The Meta Ad campaigns ran for 6 weeks between October and December with two primary objectives: brand awareness and driving website traffic. In previous years, the campaign faced challenges such as a high CPC over $1 (compared to the education industry average of $0.79) and creative fatigue, as each ad was viewed nearly 11 times by the same user. Seeing these issues faced by previous agencies, I brought this campaign in-house and managed it myself end-to-end.
To address the restrictions Meta imposes on individuals under 18, I pivoted by designing and filming a wider variety of collateral aimed at parents and educators, rather than students. I also organically boosted Instagram reels to look-alike audiences, reaching those under 18.
As a result, I reduced overall ad spend by over $2,500 across 4 major campaigns, while lowering the average CPC to $0.35—nearly $0.80 less than in previous years. This strategy led to a 27% increase in total applications, with more submitted and eligible applicants.
Examples of Static Ad Assets
Example of Video Ads
To mitigate anticipated creative fatigue, I gathered over 10 variations of video assets from brand ambassadors, all delivering consistent messaging about the application launch. Here's an example of one of the most successful assets I filmed and the results for in-feed:
Video Views | 93,839 |
Cost Per Click | $0.34 |
Clicks | 6,240 |
Click Through Rate | 3% |