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LSE Summer School 2021 TikTok Campaign: Quality over quantity can reap rewards

A digital first campaign for LSE Summer School that successfully utilised TikTok to navigate the global pandemic

The Background

Each year, London School of Economics open their doors to students across the globe for their world-class Summer School programmes. Successful applicants are immersed in the full LSE experience, benefiting from the university’s renowned teaching and enjoying the opportunity to study in one of the most exciting cities in the world. 

For the third consecutive year, Hunterlodge were tasked with recruiting students for the Summer School’s various courses and faced the unique challenge of doing so amidst travel restrictions and social distancing regulations. In order to maintain a high conversion rate despite the uncertain circumstances, the targeting utilised during previous years’ campaigns was refined strategically, ensuring budget was directed towards those with a high likelihood of enrolment.   

Strategy 

With agility and cost-effectiveness in mind, a purely digital media strategy was employed, enabling us to remain responsive to shifts in demand across the various audiences targeted. Facebook, Instagram and Paid Search were selected due to their demonstrated ability to fulfil this objective. TikTok was also introduced into the channel mix as a result of its accelerated popularity amongst the target audience in recent years and its high proportion of unduplicated users, with over a third of its audience not being accessible through Facebook and Instagram alone. 

Results 

The campaign produced incredible results, driving over 10 million impressions within its three-month duration. Despite the various challenges faced, the objective of maintaining a high level of user quality was undoubtedly achieved, as reflected in over 11% of users successfully submitting an application after having begun the application process through our campaign. 

The TikTok activity performed particularly well, establishing its purpose as both an awareness channel and a platform capable of driving low cost per acquisitions; in comparison to the number of ad clicks delivered, 4.24% of users progressed with an application at an impressively low CPA of £8.25, translating into an estimated cost per application submission of just £75.   

 

To discuss how you can maximise TikTok or any other digital platforms, contact kim.mclellan@hunterlodge.co.uk

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