Luiss
Helping Luiss recruit new candidates for their university courses
The Objective
Luiss is an independent university in Rome, Italy. Throughout its four Departments of Economics and Finance, Business and Management, Law, and Political Science, Luiss offers an innovative and sophisticated educational approach. Their mission on TikTok was to recruit new candidates for their courses.
The Solution
Luiss launched a campaign using Lead Generation – a TikTok solution designed to help businesses reach customers and drive conversion with ease. By encouraging the TikTok community to complete a short form and provide their information (e.g. Name, Email, Phone, Address), where basic information is pre-filled, brands can identify and cultivate potential customers – without ever leaving TikTok.
The ad itself appeared as an In-Feed Ad in users’ For You feeds with clear call-to-action and against a catchy soundtrack.
The Results
The campaign was a big success for Luiss, achieving over 25 million impressions. During the live period, various tests were carried out to improve its performance - the most important showing that an ad frequency rate greater than 1.5 was needed to encourage lead conversion. After this campaign optimisation, Luiss saw a 70% reduction in cost-per-lead.
Omnichannel is at the heart of the digital communication strategy for our university in the Italian and international context. Thanks to TikTok we were able to complete this process, thus allowing users to experience the Luiss world without having interruptions between the various touch points. If you don’t have a TikTok strategy, you don’t have a strategy.
