Universidad Católica de Cuenca

Founded in 1970, the Catholic University of Cuenca now has more than 15,000 students and a solid 55-year track record. Its mission is to train well-rounded, critical professionals oriented toward transforming society, positioning itself among the top 10 universities in Ecuador.

🎯 Objectives

With the goal of connecting with new generations in their preferred digital environment, the university has been implementing always-on strategies on TikTok since 2023, aiming to:

• Generate awareness to strengthen brand positioning within the target audience.

• Encourage interaction with content and thematic playlists.

• Generate traffic and guide users to specific landing pages.

• Increase views on key content pieces.

• Lead acquisition and optimization, with a primary focus on improving lead quality through a remarketing strategy.

💡 Solutions

To achieve its full-funnel objectives—from awareness to conversion—the Catholic University of Cuenca chose to implement the following solutions to optimize results:

• Our Lead Generation solution with native forms to capture highly qualified and high-value leads.

• In-Feed Ads focused on generating awareness about the institution and its services, as well as driving traffic to the website to complete the conversion cycle.

• Video Views Optimization to maximize content reach, increase video views, and boost watch time, ensuring videos reach truly interested audiences.

• Dynamic remarketing using custom audiences to re-engage potential students.

In terms of content, the university developed an informative, aspirational, and relatable creative approach that showcased university life with an authentic and fun tone.

This was achieved through:

• Short clips of campus life and student activities, showing the experience from the students’ POV.

• Animated explainers by academic program, providing helpful information to address common questions.

• “Student Survival Guides” in a short and practical format—an entertaining way to connect with potential applicants through familiar scenarios.

• Thematic playlists such as Our Programs, Global Citizens, CIITT, and Time Change, compiling content related to each communication goal.

• Collaborations with internal student ambassadors (current students and alumni), adding credibility and driving higher engagement.

📚 Results

These efforts enabled the institution to achieve:

• Over 4 million impressions on TikTok during the first half of 2024.

• An average CTR of 2.5%, surpassing the regional benchmark for the education sector.

• Improved CPL efficiency compared to previous campaigns.

🏫 Key Learnings

After achieving strong results, the Catholic University of Cuenca identified several insights to apply in future media campaigns:

• TikTok has become a strategic channel within the university’s digital mix.

• Remarketing on TikTok is essential to maximize conversions.

• Student ambassadors are a valuable resource for conveying trust and authenticity.

• The visibility gained strengthened the institution’s image as modern, innovative, and close to youth audiences.

Source: Client internal data