A surge of new sign-ups came in time for the 2020 school year, driven by an increased demand for virtual learning. But as in-person schooling returned, we needed to continue sign-ups for Florida Virtual School courses, ensuring accessibility for all interested students.
&Barr developed an integrated digital media plan designed to reach consumers across all areas of the funnel, engage and educate them on Florida Virtual School and ultimately influence them to sign-up for a course. In order to encourage an uptick in sign-ups, our media team worked with a number of vendors in developing unique, interactive media units. By targeting both students and parents separately and running a number of A/B tests of various creative, we were able to find the most cost-efficient way to drive conversion.
By utilizing unconventional units like a Hulu quiz and in-app ads, we were able to learn consumers’ behavior and serve them messaging at times deemed most receptive. This meant the ads we served were more likely to be viewed all the way through which helped drive qualified conversions.
Course sign-ups—41% YOY increase
Impressions—a 6% YOY increase
Video views—an 84% YOY increase
