IE University

The Objective

Demonstrating TikTok’s power to generate high-quality leads for higher education

IE University, a recognized international university based in Spain, launched a lead generation campaign on TikTok aimed at attracting American students. The goal was to prove the platform’s effectiveness in driving qualified sign-ups and demonstrate its real-world impact on key conversion events, including direct searches on the platform.

The Solution

Activating a full-funnel TikTok strategy with AI-powered ads, search formats, and creator content

To achieve this, with their agencies Making Science and Socialmood, IE University ran a strategic, four-week lead generation campaign in the US market. The strategy leveraged two innovative TikTok functionalities:

• Smart+: An AI-powered ad format optimized for conversions.

• Search Ads: Designed to capture user interest directly from searches on the platform.

The campaign's effectiveness was rigorously measured through a Conversion Lift Study (CLS), a scientific method that compares the behavior of an exposed group versus a control group. The study's setup was specifically designed to capture the unique user journey by tracking:

• Search Events: The pixel was configured to track different types of search events on the university's website (Direct, Paid, and Organic).

• Conversion Events: The pixel measured key lower-funnel events, including Form Submissions, to align with the client’s primary KPI of new user acquisition.

The Result

Achieving a 300% uplift in form submissions and outperforming industry benchmarks by 7x

The campaign delivered impressive, statistically significant results, showcasing TikTok's power to drive highly qualified leads:

• Massive Lead Generation: The campaign achieved a remarkable +298.9% uplift in Form Submissions, far surpassing the industry average of ~40% for education advertisers in Spain. This not only proves TikTok’s ability to drive incremental leads but does so with a significant competitive advantage.

• Direct Search Impact: A significant +50.7% uplift in Direct Searches indicated that ads successfully built strong brand awareness. Users, familiar with IE University, navigated directly to the website after ad exposure, rather than relying on search engines.

• High-Quality Audiences: The strong uplifts in both search and conversion events validated that the campaign effectively attracted and engaged a highly qualified audience.

Key takeaways include:

• Qualified User Acquisition: TikTok is a powerful channel for driving high-quality, incremental leads.

• Competitive Advantage: The campaign's performance exceeded the industry average for education advertisers by a significant margin.

• Refined Buyer Persona: The study revealed that the target audience conducts their research directly on the website after ad exposure, which helps to refine future marketing strategies and messaging.

This comprehensive approach not only helps IE University unlock the real value of their TikTok investment but also provides a robust framework for continuous optimization and success.