Case Study: International Social Media Advertising
Goal: Increase traffic and inquiries for Global Education opportunities from selected Countries.
Strategy: With a very limited budget, our goal was to prove ROI in social media advertising to the Global Studies stakeholders. With a small budget for the pilot project, we selected five target countries of interest and corresponding degree focuses.
- India: Science and Math Degrees & MBA
- Brazil: English Language Education
- Korea: Summer Session and Study Abroad
- France: Summer Session and Study Abroad
- Canada: Summer Session and Study Abroad
Our plan was to create specific artwork and copy to reflect key benefits unique to the area’s prospective students. We also used photography that showed affinity to the local demographics. For example, in India we focused toward Science and Math and MBA. This led the photography to be very educational and research focused. Conversely, in countries such as Canada and France, the idea of “Summer Fun in California” was played up to tie into study abroad and English programs. We then using the artwork and select headlines created over 400 A/B variations to test against geo-targeted locations, user demographics and combinations of copy points and artwork. The entire test ran for 3 weeks until the budget was depleted.
After the 3 week span, the combined advertising brought in 5,473 unique visitors to country specific landing pages. These pages led to inquiry forms tied to tailored, email drip campaigns. This final cost per clicl across the entire campaign came in at an average of 11 cents. Western countries such as France and Canada, as expected, came in higher at 40-60 cents. Though higher than the others, this was still much lower than domestic advertising costs to similar demographics. India and Brazil were drastically lower with average CPC of 4-6 cents.
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