MYX
Significantly reducing cost per lead by 97% using the Lead Generation objective
The Objective
MYX is a personalized, experiential, high-touch education program that helps students figure out their next step, and develop the plan, skills, and confidence necessary to pursue it. Programs include real-world projects, online coursework, basic life and business skill development, coaching, mentorship, and personal growth through travel and communal living away from home. MYX wanted to reach students between 18-24 years old to increase awareness about their program and drive registrations.
The Solution
MYX's work with TikTok transformed their business. Initially, MYX targeted their marketing towards parents, but over time, realized they needed to speak directly to their potential students. Given this insight, there was no better place than TikTok to target the key 18-24 year-old demographic. MYX decided to leverage Spark Ads to expand the reach of existing student ambassadors' content. By focusing on real-life student experiences and daily life snapshots at the MYX campus, they were able to reach millions of potential students with native, engaging and authentic content. Leaning into the fun of storytelling, they used the first 2 seconds to hook the viewer and the remaining 20 or so seconds to amplify the campaign's message. As part of their strategy, MYX also focused on TikTok's advanced lead generation solutions to drive registrations.
The Results
In less than 4 months, MYX managed to lower their cost per lead on TikTok to $6.64, an astonishing 97% reduction. Their ads also got incredible exposure by gaining 2.3 million 2-second video-views, all while driving thousands of new leads for their business. MYX was able to achieve these incredible results by optimizing their campaigns, adopting best practices, and testing new features. Given great lead consistency and growth in brand awareness, MYX is now aiming to have an always-on approach with TikTok. On the technical side, MYX highlights the importance of testing new features and following best practices, as sometimes small adjustments to campaigns can have a big impact on performance long term. Their key takeaways and learnings for future campaigns focus on the importance of leading with authenticity and leaning into what makes MYX standout.
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By focusing all of our resources on TikTok campaigns, we have seen 352% growth in revenue against 82% less spend on marketing. We’ve gone from a universe of 1 million impressions to 20 million impressions, and a contact database of 6,000 students to 20,000 students.
