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, and I was tasked to promote this content. The overarching goal of the campaign was to drive a broadly-defined audience to the online content package through Facebook.
I leveraged the interest-targeting feature of Facebook advertisements to help promote the content for the School of Dentistry – narrowing down an audience of those who studied dentistry and also showed interest in the University. 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.