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.

A spooky scene in dark maroon, reds and black with a black cauldron in the middle and a candy bar above it with "Apply for Free" on the wrapper.

6,800%

(month-over-month)
in conversions on Facebook 

500%

(month-over-month) increase
in conversions on Linktree

50%

increase in engagement
on Instagram

 

Bold strategy, major results

Navigating the competitive landscape of higher education social media, we developed a campaign that leveraged popular culture, spooky season and relatable humor with powerful calls to action. This approach generated exceptional reach and engagement, amplifying the campaign's conversion results. 

Our efforts delivered tangible outcomes: conversions on Facebook skyrocketed by 6,800% month-over-month, while Linktree conversions surged by 500%. TikTok saw a 37% increase in reach per video, and engagement on Instagram grew by 50%.