Universitas Terbuka

The Objective

Inaugurated in 1984 through the Presidential Decree Number 41 of 1984, Universitas Terbuka is an Indonesian State university committed to make higher education accessible for Indonesians. Through an Open and Distance Learning methodology, students who were unable to attend traditional universities due to financial or geographical difficulties would be able to take on undergraduate programmes online. 

Since 2019, Universitas Terbuka has posted various styles of videos on the platform to spread awareness about their academic programs and connect with new audiences. More recently in May 2024, they partnered up with digital agency PT Desain Kreasi Visual to launch a Lead Generation campaign in view of an upcoming admissions exercise. 

The Solution

With the launch of the Rich Content Form format for Lead Generation campaigns on TikTok, Universitas Terbuka wanted to test its effectiveness in recruiting the expression of interest from potential students against traditional lead generation forms. With multiple content blocks such as description, form fields, FAQs and testimonials available, advertisers can use the Rich Content Form to engage users and build audience trust while they provide personal details to register their interest. Form fields can also be built across multiple pages to enhance user experience, encouraging form completion and submission.

The Results

Compared to a previous campaign using a traditional lead generation form, Rich Content Form was effective in driving more form submissions at a lower cost, allowing them to recruit more potential students through video ads on TikTok. The month-long campaign recorded 30% more conversions at a 36% lower CPA, demonstrating the improvement in user experience and engagement of the new lead generation form format. By leveraging and staying up-to-date with improved features on TikTok Ads Manager, PT Desain Kreasi Visual would be able to continue driving better campaign performance for Universitas Terbuka and support the mission of making higher education accessible to more students in Indonesia.