The brief
The combined pandemic cost-cutting measures and years of underinvestment in brand building had resulted in all time low brand awareness levels for StudentUniverse, and a skyrocketed CPA.
Client
StudentUniverse
Territories
Global
Service
Influencer Marketing
Social Media Management
Earned Social Media
UGC Studio
The strategy
With aim to grow brand loyalty and significantly reduce CPA we organised a three-pronged approach. This involved a combination of organic brand-channel activity via a core team of 6 creators (managing the SU tiktok account), organic influencer-channel activity (recruiting influencers monthly activity) and producing paid ads (presented by the creators with a CTA to sign up for membership on StudentUniverse).
The results
3m+
Organic Impressions
60%
Drop in cost per sign up
20k+
Followers across own channel
40%
Drop of CPA across all paid activity
6%
TikTok Engagement Rate
12
Videos recognised as top ads by TikTok
(across own channel & influencers)
to date 20/08/24