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University of Phoenix needed to create awareness around the availability of scholarships for working adults with job-relevant experience, and demonstrate their commitment to inclusivity and expanding access to education.
We developed broadcast and online videos that center around the idea that we create opportunity for all. Then, we created the first-ever University of Phoenix commercial featuring a hijabi woman.
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Role: ACD Art Director Copywriter: Andre Vriesman CD's: Claudia Provencio, Chad Garnes
Director: Bruno Miotto Production: Yard Dog
The :15 social video outperformed expectations, achieving a 0.81% click-thru-rate in the higher phase of the funnel for brand awareness on Facebook and Instagram. In February 2022, this version, which featured a compelling million-dollar message and new music, saw a CTR of 2.15% compared to the average of 0.73%.
​Additionally, the :30 broadcast version and the :30 online video were highly effective, with the latter driving over 900 conversions to our .EDU site and excelling in the mid and lower funnel stages.
A :15 second version of the creative that was developed with a very direct 3k offer.
And for social - with 52 billion uses of the hashtag, I pitched the idea of using a transition. The creative featured our barista who goes from student to graduate in an instant by throwing her cap in the air.
Lastly, a quick & easy animated asset of the 3k offer was created for use across channels.