Graduate School
BUSINESS
of
UNIVERSITY OF CAPE TOWN
Generating leads through Paid Social
About this case study
Industry Education
Scope Paid Media, Generation
THE CHALLENGE
Education marketers have to stand out with digital marketing, revolutionizing the field. Many institutions are under pressure to adopt new technologies and use emerging platforms to remain relevant, creative and tech-savvy. UCT GSB needed to acquire high-quality prospects for the upcoming academic cycle across the right audiences, with the right message, across Africa to meet the objectives cost-effectively
OUR APPROACH
Conversion Science set up and managed Academic Programme campaigns to generate interest and prospects for seven fields of study across multiple Sub-Saharan countries. With Sponsored Messaging ads, UCT could serve native Message ads and Conversation ads to their target audience through LinkedIn Messaging. These ads were displayed on desktop and mobile devices when members were active on LinkedIn.
THE RESULTS
All campaigns achieved a high open rate with highly effective targeting across locations, fields of study, and member job titles. The content of the message articulated the program offerings, demonstrated the faculty's expertise and thought leadership, and addressed prospective students' key questions and concerns at the time.
93%
average open rate
45%
average lead form completion rate