OSU Admissions were seeking opportunities to increase awareness for OSU and drive undergraduate application submissions among Oregon high school seniors.
Anvil had previously managed paid media campaigns across AdWords, YouTube and Facebook for OSU, to drive out-of-state awareness and application submissions. With particular success in using conversion pixel tracking on Facebook to generate out-of-state application submissions, Anvil recommended OSU use a conversion pixel tracking campaign on Facebook and Twitter to drive in-state conversions.
—Over the three month campaign, the number of in-state undergraduate application submissions increased by 388% over application submissions coming from out of state sources.
—60% of conversions occurred on Twitter, while 40% came from Facebook.