Case Study | CTV/OTT, Media Placement, Social Media

Arizona State University

Looking to grow its presence in California, Arizona State launched a student-focused campaign that boosted awareness, engagement, and applications to its Los Angeles campus.

Making Waves in the Golden State

Arizona State University serves over 150,000 undergraduate students across multiple campuses, and is known for its bold approach to higher education. Among their locations, the Los Angeles campus has become a critical hub for students seeking career-focused programs and real-world experience in one of the nation’s most dynamic cities. With its reputation for innovation, accessibility, and a student-centered experience, ASU attracts students nationwide, and California was a key market for growth.

The Challenge

ASU wanted to boost enrollment from California, with a particular focus on driving awareness and applications to the LA campus. The goal was clear: reach high school students and their parents in key California zip codes, increase engagement with program pages, and convert interest into actionable leads.

What We Did

AmbioEdu launched the “Cali Wide” campaign, targeting households with teens aged 16–18 in high-priority California zip codes using a mix of Performance TV and digital display advertising. The campaign ran in two waves over four months, sending audiences to a dedicated California landing page: https://yourfuture.asu.edu/california.

The Creative

The campaign centered on student-focused storytelling anchored by two videos. One showcased a diverse mix of learners—from adult students to athletes to those in fields like Computer Science and Fashion—positioning ASU as a place where all students can thrive. The other, a 30-second feature, followed a female engineering student navigating a male-dominated field, capturing her resilience and ambition in an unfiltered, inspiring way. Complementary display ads extended the message, highlighting both her story and ASU’s broad academic pathways.

How We Did It

Performance TV ensured the videos reached California households repeatedly, while display retargeting reinforced awareness and encouraged site visits. Creative was consistent yet dynamic, emphasizing the student experience, a variety of ASU’s programs, and the unique advantages of the LA campus.

This campaign shows what’s possible when ASU teams up with the right partners. Together we reached students across California and gave them a reason to explore the LA campus.

74,000

Website visits during the campaign

6,000

Nearly 6,000 visits to the application page

224

Completed RFI submissions

The Results

The campaign drove strong engagement and measurable leads. In the first month alone, it generated over 31,000 visits to ASU’s dedicated landing page and nearly 6,000 visits to their apply page. Over the full campaign, lifetime website visits surpassed 74,000, and 224 RFI submissions were completed, providing actionable leads from families ready to explore ASU. Secondary actions included thousands of additional page views across Admissions, Academics, and Student Life pages, reinforcing the LA campus as a compelling destination for California students.

By combining emotionally resonant storytelling with targeted media strategy, the Cali Wide campaign elevated awareness, drove engagement, and delivered tangible results, connecting California students and families with ASU’s LA campus and creating a strong pipeline of prospective applicants.