Capitaine Study
Using In-Feed Ads to generate high quality leads in the education sector
Objective
Harnessing TikTok to bring students and schools together
Capitaine Study is a French online platform that helps students research, compare and discover the right school, training programme or course for them after high school. Students can read reviews from fellow students to help them make the right choice for their next step in education.
It came to TikTok to generate leads for its client Studi, the French leader in online education.
Solution
Using In-Feed Ads to promote online education
Capitaine Study had developed a strong organic presence on TikTok, and in order to attract students for Studi, it launched a campaign using Lead Generation – a TikTok solution designed to help businesses reach customers and drive conversion with ease.
Capitaine Study's in-house creative team developed humorous, trend-driven content that played on popular TikTok themes and demonstrated the benefits of choosing Studi.
This native-style sits perfectly on TikTok, with the content appearing as In-Feed Ads in users' For You feeds. The creative used the call-to-action of "Study where you want, when you want", which had the aim of engaging students who were in search of freedom and adventure, but also wanted to continue their studies.
When trying to reach a particular group, TikTok In-Feed Ads are simple to set up and offer a lot of flexibility. In this case Capitaine Study focused on high school leavers, and users aged 26-45 who were interested in evolving their careers.
Results
13x Return on Ad Spend and excellent conversions
The Capitaine Study campaign for Studi proved to be incredibly successful. The combination of fun and engaging creative with TikTok's Lead Generation solution achieved 3.6 million impressions and a fantastic conversion rate of 5.5%.
There were 428 leads generated, which resulted in an incredible 13x return on ad spend (ROAS).
It is clear that being authentic, fun and experimenting with content was a successful strategy and contributed significantly to the campaign delivering for Capitaine Study.
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