Curriculum Council

Social Media Campaign

Goal: Increase attendance for ESC Region 13’s Curriculum Council event

Strategy: Build awareness of the event through a Facebook video ad that targets campus and district leadership

Targeting

Since the event was in-person, I targeted educational leaders around Austin. The budget was $100, split evenly between two video ads to do an A/B test on copy.

Video Concept

In looking at current Facebook ads from other brands that performed well, I decided that I wanted to do a stop-motion video with items that are related to curriculum.

I set up an A/B test to see whether specific copy or more general copy about the event performed better. The video and headline stayed exactly the same.

Specific Description

Non-Specific Description

Results

  • Reach of 2,216 and a 1.8% CTR (well above the 0.73% industry average for education)
  • 5% CVR from clicks on the ad to registration for the event
  • The specific copy ad performed better by a margin of $0.46 CPC