March Madness season draws traffic to UNC-Chapel Hill’s website and social media channels without much effort. It was important to send a message outside of athletics to his engaged audience.
The content needed to be relevant to the audiences targeted. The first advertisement was targeted at those across the United States who engaged with previous Tar Heel basketball content. The second was targeted in a tight geofence around the Nationwide Arena in Ohio – where the Tar Heels played the first and second round.
Finally, a campaign was designed on Twitter, targeting fans of UNC-Chapel Hill basketball.
- Set budget
- Develop copy/creative
- Determine audience
- Implement campaign
- Monitor and optimize campaign
- Report on campaign’s success
This resulted in more than 600,000 impressions, 300 shares, and 3,000 post reactions. Nearly 80% of the visitors to the site (+2% CTR) were new visitors.