They made a handful of short videos in which they elaborated on their courses with the intention of putting them in the spotlight. Afterwards it was our job to make sure these clips were widely spread over the vastness of the internet. Not only with the intention to get as many views as possible, but also to lure as many visitors to the website to promote applications.
After a target audience analysis for each video, we set up Facebook, Instagram and LinkedIn campaigns. Instagram soon ended up on the cutting floor because on that platform the target audiences didn’t show much interaction with the content. That budget was used on Facebook and LinkedIn instead, where we saw many more promising results. Because the campaign was partly at the same time as the Christmas break, the budget wasn’t entirely used up. With the left over budget we ran the campaigns again at a later time. During this second round, the results were even better.