The team took a risk and proposed TikTok ads in tandem with Snapchat and Instagram to reach their target audience of high school students.
Snapchat and Instagram were set up as conversion campaigns driving users to complete a form fill or research the brand as a whole by visiting pages with information on campus visits or majors.
The TikTok campaign began as an awareness campaign. It was optimizing towards video views as this aligned with the organic user behavior on the platform. Ads were shown in-feed on TikTok, where users spend the majority of their time on the app.
Targeting started off relatively broad, reaching potential students interested in education across Missouri and Kansas. The platform only narrows to state level geographic targeting.
The ads focused on key competitive advantages of the college such as optional standardized testing and lower tuition. These were both major decision factors for potential students in light of the pandemic.
The TikTok awareness campaign was so efficient in terms of CPM and results after just one month that the objective was adjusted from video views to driving site visits and actions.
The TikTok platform saw extremely strong results, driving a 82% higher CTR than Snapchat and 688% higher than Instagram. Users on TikTok were also more efficient to convert at a cost of $3.53 per page view conversion tracked.