Case Study | CTV/OTT, Media Placement
University of Iowa
Discover how our targeted streaming TV and Snapchat campaign helped the University of Iowa engage over 53,000 high school seniors, and contributed to over 35% of all new RFI’s, Applications, and Event Registrations in just 75 days!
Helping an Already Well Known Brand Reach Even Further
As a Top 50 ranked institution, the University of Iowa is already a well known giant within the state. With more than 20,000 students across three campuses, U Iowa is a leading public research institution, known for its writing programs, academic medical center, and Big Ten athletics success—Caitlin Clark, anyone?
The Challenge
The University of Iowa wanted to expand its reach beyond traditional borders. With a keen eye on 3 new pivotal markets (no, we can’t tell you which), the university aimed to engage rising high school seniors and increase applications through a strategic digital marketing campaign. The goal: to (re)introduce the University of Iowa to out-of-state prospects and inspire them to explore, request, and apply.
What We Did
In partnership with Iowa’s Marketing and Enrollment teams, AmbioEdu launched a focused campaign across Connected TV (CTV), OTT, and Snapchat, all designed to meet students where they are—on their screens and in their feeds. Campaign assets reinforced Iowa’s academic excellence, student life, and bold energy, connecting emotionally with students and their families.
How We Did It
We began by building a custom audience list of 53,000 high school juniors and seniors from top feeder high schools across three target states. Through a coordinated campaign across streaming platforms and Snapchat, we delivered personalized, attention-grabbing creative directly into student households, while social ads drove further action and engagement.
203,000+
New households reached by Performance TV
5,700+
Qualified leads generated during the campaign
35%
All new RFI’s, applications, and event registrations were attributed to the campaign
The Results
In just 75 days, the results were undeniable. The campaign reached over 203,000 households and influenced more than 5,700 students. What’s more, it directly accounted for 35% of all new RFIs, applications, and event registrations during the campaign period—turning an awareness play into a measurable win across the funnel.
Moving Forward
Even though Iowa already recruits more than 50% of their students from out of state, shifting demographics required the Hawkeyes to soar into new regions with strategic marketing efforts. This first campaign helped the institution reach such great heights, Iowa has moved its entire CTV budget to AmbioEdu and our continued partnership has resulted in the institution recruiting its largest class ever recorded.
Let us say it again for the people in the back: AmbioEdu helped University of Iowa recruit the largest. class. ever. And that’s not all: The institution had a waitlist for the very first time in its history. And, our post campaign analysis showed that 78% of admitted students converted as a result of this effort. (That’s a very high number.)
As the partnership between AmbioEdu and Iowa deepens, we will continue recruiting Hawkeyes until the walls and rafters ring. Go Iowa!