TikTok and Instagram Summer Melt Campaign

Seattle University’s transfer and admitted student ad campaign on TikTok and Instagram during the summer of 2022 was a massive success. The campaign’s unique and captivating approach garnered significant engagement rates and successfully targeted its intended audience.

The campaign’s primary goal was to drive awareness and help with summer melt and attract transfer and admitted students to Seattle University. The campaign highlighted videos and images focused on the university’s stunning campus, location, and diverse student body.
To create an immersive and engaging experience, the campaign’s team incorporated vibrant visuals, upbeat music, and relatable imagery that highlighted Seattle University’s unique community. These creative elements resonated well with the targeted audience and drove engagement rates to new heights.

Overall, the Seattle University ad campaign on TikTok and Instagram during the summer of 2022 was a remarkable success. The campaign’s unique approach and creative elements effectively reached and resonated with the target audience, ultimately driving high engagement rates to help enrollment overall.

Goals and Outcomes

The goal was to drive awareness, help with summer melt and attract transfer and admitted students to Seattle University. The outreach/awareness campaign ran from 7/1/22-7/15/22. The campaign delivered over 1 million total impressions with over 755k in the TikTok space with a click thru rate of .38%. Over 35k people watched at least 25% of the video, and for Instagram, there were over 305,000 impressions, 142 clicks and a click thru rate of .05%. A .04 – .08% CTR is the benchmark for an awareness-based campaign.

As a member of a team tasked with promoting summer melt and attracting transfer students to Seattle University, we faced a challenging task that required a lot of effort and collaboration. In order to accomplish our advertising goals, we had to implement several key activities, strategies, and decisions that were central to our success.

One of our primary strategies was to understand our target audience and their preferences. We looked at analytics, marketing techniques and trends, and spoke to admissions to gain insights into what potential students were looking for in a university and how we could tailor our messaging to appeal to them. This helped us to create a compelling message and content that resonated with our audience.