For a prestigious higher education institution, I developed a lead-generation YouTube ad copy and reach strategy to drive applications for the 2017 recruitment campaign of one of their programs. The ad blended dynamic visuals, aspirational messaging, and a clear CTA, resonating deeply with prospective students. Within the first 3 months, it reached over 120, 000 targeted viewers, achieving a 28% view-through rate and a 15% conversion rate. The campaign not only exceeded industry benchmarks for engagement but also generated a 10% increase in qualified applications compared to the previous intake.
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