Brigham Young University 3x Brand Awareness With Programmatic Strategy
Raising the Profile of Research and Talent
Utah-based Brigham Young University (BYU) has a strong academic reputation thanks to its world-class research and service-minded graduates. Still, it wanted to raise awareness of its real-world impact and improve recognition among employers beyond its local community. They partnered with StackAdapt on a multi-channel strategy that blended precision targeting with scale, tripling brand awareness in just one year.
Building Recognition With a Multi-Channel Campaign
To increase national awareness, BYU launched a multi-channel programmatic strategy that leveraged custom creatives, account-based marketing (ABM), 3rd-party audience data, and location-based targeting to reach the right people. Here are the tactics they used:
Account-Based Marketing
Used ABM to reach executives at Fortune 1000 companies and build credibility with future employers.
Custom Creatives
Partnered with StackAdapt’s Creative Studio team to design high-quality assets tailored to specific audiences.
Premium Inventory
Used curated domain lists and 3rd-party data to reach affluent, highly-educated audiences more likely to engage with BYU’s research.
Turning Academic Excellence Into National Awareness
With campaigns running year-round, BYU and StackAdapt continually monitored performance and optimized campaigns in real time. The results: BYU achieved a 300% lift in CTR and tripled brand awareness year-over-year. BYU continues to build on that success with StackAdapt, using precise targeting and custom creatives to share their research and deepen connections with employers nationwide.
Brand Awareness
+300% YoY
CPC
$0.52
CPE
$5
CTR
0.97%
Shane Westwood
Associate Director of Brand Marketing
Brigham Young University
Check Out More Case Studies
The Egg Beats Benchmarks With Education Marketing Strategy
Maktagg’s Programmatic Strategy Boosts Viceroy’s Sales by 30%
OPR media Generates +14.5M Impressions With Multi-Channel Strategy
