CollegeFit

A consumer college planning app launched across three platforms, with creative built separately for the two people in every conversation.

Consumer EdTech

Paid social, Paid search, Ad creative, Conversion tracking

Ongoing retainer

The challenge

College planning is bought by two people who want opposite things. A parent wants reassurance that the money and the process are under control. A student wants to feel like the decision is theirs. Speak to one and you lose the other.

The product was also launching cold across Meta, Google and a neighbourhood social platform at once, each with its own formats, its own auction and its own idea of what an ad looks like.

What we did

Split the creative by who is actually reading it. A parent track and a student track running against segmented audiences, rather than one message hedged to offend neither.
Produced every concept at every ratio the platforms serve, so nothing arrived in a feed with its headline cropped off.
Ran search and social against different jobs. Search catches families already looking; social creates the consideration that makes them look.
Built conversion tracking before spending, through Google Tag Manager, so the launch could be judged on signups rather than on impressions.

Parent and student, side by side

The same offer, rebuilt for each reader.

Ad creative aimed at parents — Parent track

Ad creative aimed at students — Student track

Results

Live across three platforms from a standing start, with tracking in place before the first dollar went out.
Two creative systems, not one compromise, so each audience gets an ad written for them.
Every concept produced at every serving ratio, which is the unglamorous work that decides whether a good idea survives the feed.

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