IE University

The Objective 

Having previously focused on awareness campaigns on TikTok, IE University decided to run a full-funnel campaign, combining awareness objectives with lead generation. The aim of this strategy was to define the brand's approach and ensure a strong message that resonated with the target audience in every step of the funnel.

The Solution

For this campaign, IE University partnered with Making Science agency to create four videos that were focused on "breaking stereotypes". By presenting students in different fields with the typical stereotypes that people usually associate with their roles, the brand was able to show how students feel about the stereotypes and that there is more to said careers than meets the eye.

The videos were set up as In-Feed Ads on TikTok Ads Manager with a traffic objective. The ads then led to a lead generation form on the IE University website. The ads consisted of two creative concepts, offering the right product to the right audience at every step of the funnel.

The Results 

IE University’s campaign was successful, reaching 1.6 million unique users and achieving 7.6 million impressions. For the lead generation objective, the brand also saw a 60% reduction in cost per lead when compared to other platforms.