App Fee Waiver Social Campaign
October is application fee waiver month in Michigan. As a critical piece of a comprehensive marketing campaign to promote this opportunity, CMU executed a targeted organic social media campaign. Our strategic approach involved crafting compelling content that highlighted the cost-free application period in October, while leveraging the Halloween theme of the month.
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925%
(month-over-month)
in conversions on Instagram
99%
increase in reach
per video on TikTok
385%
surge in shares
on TikTok
Short videos, big impact
Recognizing the challenge of standing out in the oversaturated, higher education social media landscape, we developed a series of engaging videos inspired by popular horror films. Balancing a strong call to action with the relatability/recognizability of the horror films and our brand's hallmark touch of humor produced highly shareable videos, contributing significantly to the campaign's success.
Our Instagram profile views increased by 40% while conversions soared 925% (month-over-month). We earned substantial growth in our TikTok presence with a 94% increase in reach, a 99% increase in reach per video, and a 385% surge in shares. This multifaceted strategy lead to substantial gains in reach and engagement, but most importantly demonstrated a tangible impact on application numbers, helping the full marketing campaign earn notable year-over-year increases in applications for our main campus (28.6%) and our online offerings (33%).
Who's the host?
Our host, a CMU student, Michael A., provided the authenticity, humor and relatability the campaign needed to succeed. Featured in commercials, digital ads and social posts, his easy-going demeanor and high-energy delivery welcomed engagement from students. A broadcast and cinematic arts student, Michael's behind-the-scenes and on-set experience is preparing him for his future career.