Challenge:
OSU Admissions were seeking opportunities to increase awareness for OSU and drive undergraduate application submissions among Oregon high school seniors.
Strategy:
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.
Results:
—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.