CASE STUDY
Higher Education
Educating audiences through engagement experiences resulted in CTR 2x industry benchmarks
RESULTS
%
QR code scan
%
Click-through rate
Average interactions
Average time spent
Challenge
Situated centrally between New York City and Philadelphia, this mid-sized private university provides a unique blend of advantages: affordability, a low faculty-to-student ratio, an Engaged Learning approach, and Division I sports teams, among others. Given the abundance of private colleges in the Mid-Atlantic region, prospective students frequently face a “paradox of choice.” To stand out amidst this crowded landscape, it was essential for the university to differentiate itself from the competition.
Objective
The university wanted to put all the benefits it offers to students front-and-center in a new ad campaign – but all those benefits are tough to get across in static ads. That’s what brought the advertiser’s agency of record, Princeton Partners, to Infillion.
Infillion’s TrueX engagement ads immerse users on desktop, mobile, and CTV in an interactive experience that can highlight multiple benefits of a brand, product, or service. Essentially, the university wanted prospective students to know how hard it works for its students.
.
Strategy
The campaign utilized Infillion’s Blueprints™ – turnkey creative tech that transforms a client’s existing creative assets into an interactive unit seamlessly – to highlight the many advantages of attending the private university.
The carousel ad format leveraged the school’s assets in an on-the-rails experience that walked the user through the reasons why they should apply.
The highlights included an application fee waiver for visiting the campus, 90+ majors and minors, scholarship and aid opportunities, and the university’s own investment guarantee for post-graduate employment and grad school. Each content piece encouraged users to take action with a different CTA based on what they were
most interested in.
Products Used:
Results
The CTV version of the ad, which featured QR codes, resulted in a .3% scan rate–impressive compared to industry benchmarks. Users spent an average of 51 seconds within the experience, well above the minimum guarantee of 30 seconds. The click-through rate to the advertiser’s site was 1.7% – almost 2x industry benchmarks.
In short, the ad got the prospective students exactly where the campaign wanted them…to learn more about the school.
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