Grow consideration for upper education with upper funnel campaigns

  • The Story
A globally renowned Swiss business school located in Lausanne, specializes in executive education and offers prestigious MBA and EMBA programs. Known for shaping leaders and transforming careers, this business school sought to enhance its presence and engagement on social media and display platforms to support its lead acquisition campaigns.

Challenge

The primary challenge was to maximize education and attract interest in their branding campaigns to support lead acquisition efforts. The goal was to develop brand awareness and engagement with specific target audiences through compelling messages about career transformation and professional development.

Solution

To address this challenge, the school partnered with Adnatus to craft a comprehensive strategy focusing on mid and upper funnel branding. The campaign was activated for a duration of three months, covering four countries where the school aimed to increase its brand awareness. The strategy emphasized maximizing engaged traffic on social media through platforms such as Meta and LinkedIn, targeting audiences interested in career progression and professional growth.

Key elements of the solution included:
Branding Mid Funnel Strategy

Focusing on mid-funnel tactics to create awareness and interest before driving towards lead acquisition.

Three-Month Activation

A carefully planned three-month campaign to ensure sustained engagement and brand recall.

Geographical Focus

Targeting four countries where the school sought to boost its visibility and reputation.

Engagement Maximization

Utilizing Meta and LinkedIn to drive engaged traffic, leveraging these platforms' capabilities to reach professional audiences.

Mesure

Adnatus media platform to agnostically measure engagement and optimise investment between channels

Results

The campaign delivered impressive results:
  • Tripled Engaged Visits: The number of engaged visits tripled compared to previous campaigns optimized to clicks.
  • Cost Reduction: There was a notable reduction in the cost per engaged visit, demonstrating improved efficiency and effectiveness of the branding efforts.
Through this strategic approach, this higher education establishment successfully enhanced its brand presence and engagement on social media, supporting its broader objectives of lead acquisition and reinforcing its position as a leading business school.

* We take our clients’ confidentiality seriously. While we’ve changed their names, the results are real.

38%
impact of engagement campaigns compared to traditional brand awareness campaigns
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