Promoting UNC School of Dentistry

October 2018


As part of UNC-Chapel Hill’s 225th-anniversary celebration, the web content team chose to develop individual content packages to highlight each division of the University.

The overarching goal of the campaign was to drive a broadly-defined audience to the online content package through Facebook.


The campaign leveraged the interest-targeting feature of Facebook advertisements – narrowing down an audience of those who studied dentistry and also showed interest in the University.


  • Set budget
  • Develop copy/creative
  • Determine audience
  • Implement campaign
  • Monitor and optimize campaign
  • Report on campaign’s success


This resulted in a CTR that exceeded the goal for the campaign by 90%. It also brought over 3,700 new users to the website.