Cygnus Education

The objective

Driving student enrollments

Cygnus Education, a trusted partner of universities, has long been committed to helping higher education institutions find high-intent prospective students. Faced with the challenge of increasing student enrollment for a large online university, a core objective was to foster student intent efficiently and economically. While their prior TikTok endeavors mainly focused on creating awareness, this time, they embarked on a full-funnel campaign, blending awareness objectives with lead generation. The ultimate goal was to drive new student enrollments.

The solution

Leveraging TikTok ad solutions to launch a full-funnel campaign

To achieve this goal, Cygnus Education crafted a campaign that was meticulously designed to make the most of TikTok's current trends and user engagement habits. Understanding that native-feeling advertisements are often the most effective, they focused on creating ads that seamlessly blended into users' feeds, ensuring they wouldn't disrupt the user experience.

The creative process involved extensive testing to identify the most compelling and engaging content. Cygnus conducted thorough research into the latest platform trends and integrated these insights into their creative strategies. Using tools such as TikTok Creator Marketplace, Cygnus was able to identify creators in their niche to craft creative assets that resonated with TikTok's audience in a natural way. This approach aimed to humanize the educational experience and demonstrate that there is more to each career path than meets the eye.

These videos were strategically deployed as In-Feed Ads on TikTok. The campaign's primary objective was to drive prospective student leads from a dedicated lead generation form. The team tailored their creative concepts to ensure they were delivering the right content to the right audience at every stage of their decision-making process.

The results

Inspire and acquire!

Cygnus Education's campaign on TikTok proved highly successful, leading to remarkable achievements and significant improvements in student acquisition. The campaign generated a total of 488 new students, a testament to the platform's potential for connecting with high-intent prospective students and efficiently nurturing them through the enrollment process. TikTok achieved a 62% greater lead-to-start ratio than other platforms during the same time period. Cygnus Education also drove a 48% decrease in cost per start. This achievement highlights the increased effectiveness of campaigns when you reach the right audience on TikTok.

In conclusion, Cygnus Education's partnership with TikTok yielded exceptional results for their student acquisition efforts. The campaign's achievements underscore the platform's capacity to efficiently connect with high-intent prospective students. Due to the campaign's success, Cygnus Education has doubled-down on the approach, significantly increasing their TikTok ad spend. This successful campaign not only enhanced the brand's student acquisition efforts, but also validated the power of TikTok as a dynamic and effective marketing channel for higher education institutions.

About Cygnus

Cygnus, a performance marketing partner armed with AI-infused technology (VEGA), collaborates closely with your marketing team to manage campaigns, allocate budgets effectively, produce meaningful and trend-aware creatives while ensuring compliance, and offer robust reporting capabilities. Our commitment is to deliver top-tier performance results, providing clear insights into optimization opportunities for your business. We take proactive measures to adjust strategies as necessary to meet all your marketing goals. Explore our offerings at Cygnus. (cygnuseducation.com)