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.