IDP Education

The Objective

Offering consultancy services in the Education industry, IDP Education supports prospective undergraduates in their application and admission processes to their ideal higher education institutions. Through actively creating engaging content across a wide variety of relevant topics and creative styles, they hope to grow their presence on TikTok and reach their target audience, while driving more enquiries and lead acquisition.

The Solution

Using the Instant Form feature, IDP Education launched a Lead Generation campaign to target prospective students and collect contact information. With an Instant Form, advertisers like IDP Education can decrease friction for potential leads and qualify them later. It also allows them to building customer and email lists with real-time CRM sync, with multiple form templates to choose from based on specific lead generation needs.

Apart from the Instant Form, IDP Education also wanted to leverage Messaging Ads to collect and respond to direct enquiries, improving conversion rates. With Direct Messaging Ads, users are kept in the TikTok app, and directed to TikTok's direct messaging feature to start chatting with advertisers. This allows for seamless contact to allow advertisers like IDP Education to shorten the path-to-action, answering questions in a 1-to-1 channel and compelling action much quicker.

The Results

The campaign was successful, as they collected over 500 form submissions with over 10K clicks on their ads. Comparing to a previous campaign without using the Instant Form and Messaging Ads, they also reduced Cost per Action (CPA) by 15%, demonstration the effectiveness of improved user experience in such ad formats.