VIU

Helping the Valencian International University (VIU) spread awareness and engagement across a whole new audience of potential future students.

The Objective 

Valencia International University (VIU) is a leading educational institution in the field of online education. In partnership with Performics, VIU came to TikTok to promote its academic offer to potential future students and differentiate itself wthing a competitive market such as the education sector.

The Solution 

To kick off their campaign with a bang, VIU chose to deploy one of TikTok’s most successful awareness building platforms: TopView. The TopView ad placement is 100% sound-on and occupies the full screen of all regional users upon launching the app. The native feel of the ad placement perfectly complemented the campaign’s creative, and helped to generate some astonishing click-through figures for the short duration it ran. Coupled with a TopFeed ad, VIU were able to combine another of TikTok’s premium upper funnel solutions to create a big brand moment. 

To make sure all this new awareness was converted to consideration, VIU, alongside Performics, also ran reach-focused ads and traffic generation initiatives to supercharge their website visits on the back of their upper funnel exposure. The creative that underpinned the campaign was based on the concept of "Courage", and featured creators with a passion or profession related to the client's areas of expertise and asked them to create content that resonated with this concept, representing the values of the institution – further boosting the campaign’s authenticity.

The Results 

The VIU campaign utilised a number of TikTok ad solutions to reach their target audience in a totally authentic way. As a result of their seriously native feel – and their work with creators – ad view figures were incredibly impressive. Completed views on TikTok were up +247% against other platforms. What’s more, users who came to VIU’s website through TikTok spent 40% more time viewing their pages than those from other channels. And to top it all off, TikTok was the platform that generated the highest volume of qualified traffic, and within that traffic, it had the highest percentage of new users.

A spokesperson from VIU said: “This campaign represents an evolution in the brand's journey; our challenge is to position VIU in the top of mind of our target audience, increasing brand consideration. Our goal is to project the values of the University by connecting with our users. Continuously expanding the student-university relationship is a priority for VIU. Being perceived as the first choice to achieve their purpose and accompany them on their journey is crucial. As a brand that evolves and strives to be where its users are, it was essential to execute a differentiation strategy, distancing ourselves from competitors, analyzing this platform to gain insights, and optimizing strategies.”