Vici is a full-service digital advertising technology company. We specialize in white labeled solutions for media groups and advertising agencies including sales training, media planning, online ad buying, reporting, and optimization of campaigns. We do this by utilizing a multi-platform approach to digital advertising with best-in-class partner support.
Background:
A local college was looking to enroll new students for the 2023-2024 school year. The campaign highlighted the college’s Artificial Intelligence and Data Science master degree programs.
Strategy:
The client wanted to reach college graduates with a bachelor’s degree in Artificial Intelligence and Data Science who were interested in continuing their education online. To make that happen, we ran a combination of strategies. We reached those interested in the Artificial Intelligence program by using categories such a Machine Learning & Artificial Intelligence, Artificial Intelligence Enthusiasts, Social Media Followers > Drones, Virtual Reality Enthusiasts, Artificial Intelligence Chatbots, Technology Adoption - More Interested in Latest Technology Than Most, and Robotics. We reached those interested in the Data Science program by using categories such as STEM Career Researchers, Computer Science, Computer Science Majors, Engineering Majors, Science & Mathematics, Interest - Information Technology, and Interest > Technology & Computing > Data Science. Using a list of 164 keywords, such as ‘artificial intelligence machine learning’, ‘drones’, ‘data science online masters', and more, we pinpointed consumers who would be interested in these educational programs, leading them to the client’s college after being served the ads. With AI, we used machine learning to target consumers based on who was engaging with the ads. The campaign also included Retargeting from the client website, so that anyone who showed interest within the past 60 days could be targeted. The creative mixed single image and story ads to reach the audience with a combination of these tactics.
Results:
In eight months, the client had a click through rate of 1.15% (over 16 times the national CTR average) – 1,625,217 impressions, and 18,700 clicks. 4 click conversions and 439 view-through conversions served as well. And best of all, the client was happy with the results, “Each of the efforts grew our brand awareness immensely. With full-service support and the capability to target niche audiences, high-quality traffic and engagement was delivered to the business.”
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