Videos work best in a campaign.
Sometimes we think that all we need is one video to get the job done. While one video can do a lot, having multiple is most often the best bet. It’s because we can more easily target different levels of knowledge about your brand. Advertising to a warm audience is very different than advertising to a cold one. Additionally, each section of a marketing funnel needs different messaging. And that is why we ran this campaign with multiple videos targeted toward different needs.
The first videos are short 10-15 second clips built for Instagram stories, pre-roll ads, and posts. These target a cold audience by first talking to their desires and needs, then introducing the Andrews University program as the perfect solution. But this is just the first part of the campaign.
The other key ingredient is showing the potential student what the program is all about. That’s where the longer video comes in. Now that they’re a warm audience, they’re interested in watching a longer video that gives them more information, and us more opportunity to persuade them to join. Here, we focused on letting students and faculty share what makes the program meaningful to them.
All in all, creating a robust campaign based on data is the most effective shot at bringing conversions.