Know Them, and They Will Come
92% of teens go online every day, and 24% are online constantly, almost all of which happens on smart phones. So when I was planning for a massive streaming radio campaign, I wanted to go after their most-loved addiction: social networks they can use on their phones.
Unlike most spots colleges and universities make, I didn't want to cram the whole school into 30 seconds (because that work always ends up sucking), so I aimed for one simple idea: check the scholarships you could get at the University of Nebraska–Lincoln (they're actually pretty good for out-of-state kids).
Ads lead to a campaign landing page where students could use our scholarship estimator to determine how much they'd qualify for based on their ACT/SAT and GPA.
Turns out it worked...
To say the ads worked is an understatement. Compared to the previous year (when we had one of those generic, BLAH BLAH inspirational spots running), we doubled campaign traffic.
Pandora even became the number one referrer of traffic to our website. Yeah, it even beat Google organic search.
But enough of all that already. The spots are below.