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#BARRYBOUND MELT PREVENTION CAMPAIGN
ChallengeA large percentage of Barry University’s admitted students are first gen. They lack access to information and worry about being away from family.
GoalsUse offline and online tactics to deepen relationships, provide a resource, create a sense of community, and encourage admitted students to make deposits.
Measures of Success > Original posts using #BarryBound > Interactions between alumni, admitted and current students> An increase in deposits
April May June July August
#BarryBound Sashes Sent to Students
#BarryBound Admitted Student Posts Engagement> Commenting> Liking> Resharing on Instagram Stories > Recap posts on all platforms
Q&A to Current Students and Alumni
Q&A to Admitted Students
Organic and Boosted Posts
Results> 245 posts by admitted students using #BarryBound > 1.2 million views on social media posts with #BarryBound > 56k views on Instagram Stories> Largest freshman class in University history
Test To Success:A Small Facebook Video Test
Documentaries Text Explainers 4 Things
Features: • Longer runtime • Strong patient/physician
focus• Voice overs• No text in video
Features: • Short runtime • Highly visual, but no human
faces• More in-depth content, more
facts/stats
Features: • Short runtime • Low visuals• Simple, easy-to-understand
content
Simple Question: Which videos work best on Facebook?
Complicated Answer: I don’t know. Let’s test it out!
#1. Set parameters and
metrics
We identified an ideal budget, timing, geographies, assets, and campaign settings. Since we’re looking at video on Facebook, we were primarily interested in:
• Views and CPVV• Video completion rates• Reach & View Rate• Engagements & ER
#2. Know and build the audience
#3. Set it and forget it (sort of)
Video Testing Campaign
Ad SetDocumentary
Ad SetText Explainer
Ad Set4 Things
Vid 3
Vid 2
Vid 1
Top performers for views, CPVV, etc.Benchmarking
Vid 3
Vid 2
Vid 1
Vid 3
Vid 2
Vid 1
Documentaries Text Explainers 4 Things
Results: • Most expensive videos
(highest CPVV)• Lowest views
Results: • Highest total views• Highest engagements• Best CPVV
Results: • Highest completion
rate• 2nd best CPVV
Results
Documentaries Text Explainers 4 Things
Best Use: Create shorter cuts for social, or focus on driving views on website/other channels. These videos are not efficient on Facebook.
Best Use: Gaining the most efficient views and engagements on Facebook.
Best Use: With the best total view rate, these videos are best used for educating our audience.
So what did we learn?
So why test?• Purpose driven content
marketing• Efficient publishing and
spending• Gain useful benchmarks • Answer those pesky
“simple questions”
What can you test?• Creative• Audiences and targeting• Channels• Placements • Pretty much everything else
Our Social team sought to understand how to activate online communities beyond normal campaigns tactics and tested a new process for engaging users.
We wanted to know whether personal interactions with brand accounts during our affinity-based, social holiday (#BuckeyeLove) influenced a user’s likelihood to give on the university’s #DayofGiving.
Measuring success:
● Hashtag usage #BuckeyeLove● Replies to #BuckeyeLove content from @OhioState account● Clicks on giving links on #DayofGiving
Inspiring Online Giving in Social Communities
Late February
User clicks on link to give from @OhioState follow up post
during #DayofGiving
Late February
@OhioState reaches out to same user during #DayofGiving with a link to give to Ohio State
based on their #BuckeyeLove content
Early February
User creates a post about why they love Ohio State and uses
the #BuckeyeLove hashtag
Early February
@OhioState brand account responds to user, records
interaction in a spreadsheet
Testing a New Process at Ohio State
#BuckeyeLove users who received personal messages from the brand account were 8x more likely to click on a giving link.
Supporting Enrollment Through Outcomes-Focused Brand Advocacy
At Pace University, promoting student and graduate success is a key component of our marketing and messaging strategy.
Success and outcome stories were the focus of a recent Pace Magazine cover story, “30 Under 30”. The content was integrated into social marketing in a variety of ways to aid in recruitment and enrollment.
Campaign success measures:● Usage rate of #Pace30Under30● Web visitors to online magazine● Alumni conversation and engagement, online and IRL
Tactics for Integration● In May, the magazine launched online and
via @PaceUniversity.● Each day in June, social content was
dedicated to a different “30 Under 30” person.
○ Pride point for people and the University
○ Tied it into the Pace Path○ Promoted usage of the hashtag○ Drive traffic to www.pace.edu
● Prospective students were sent the magazine with a personalized letter that tied into their anticipated major and a CTA to join online conversation.
Results● Anti-melt communications were sent to
deposited students, featuring information about individuals profiled in the “30 Under 30” list.
● Events featuring “30 Under 30” brought alumni back to campus and created networking opportunities for students and faculty.
● Generated interest in Pace’s alumni-student mentoring program.
Data Results● Reach: 917,000● Hashtag Reach: 120,650● Web traffic: TKTK unique visitors
