Case Study

Organization: Arizona State University
Timeline: 2024
Role: Paid Media Manager
Platforms: Meta Ads

Objective

Launch a targeted campaign to increase awareness and drive conversions for new International Relations major at ASU. The goal was to reach new audiences efficiently while ensuring messaging resonated with both prospective students and alumni.

Strategy

• Defined audience segments by demographic, interest, and engagement data.

• Designed multiple ad creatives for A/B testing to optimize performance.

• Scheduled campaigns to align with enrollment cycles and events.

• Integrated learning from organic social to inform paid content.

Execution

• Developed copy and visuals for all paid ads, working with ASU's College of Liberal Arts and Sciences on video assets.

• Monitored performance daily, tracking results and refining targeting with internal teams.

• Implemented retargeting campaigns to nurture engaged users.

Results

• Supported enrollment goals for the International Relations degree by driving targeted traffic to a dedicated campaign landing page.

• Increased visibility among prospective students through paid placements optimized for reach, relevance, and action.

• Stronger click intent driven by clear CTAs and aligned creative assets, including video, carousel, and static ads.

• Improved message clarity across ads and landing page, helping audiences better understand program value and next steps.

• Positive internal performance signals indicated the campaign was effectively contributing to top-of-funnel interest and awareness.

Campaign Assets

Landing Page