Top Hat’s educational software presented us with an opportunity to increase paid conversions, and lower cost-per-lead.
Top Hat is the leading active learning platform for higher education. Their unique educational software drives student engagement in the classroom by leveraging the power of the smartphones and tablets that they bring to class to be used as learning tools. Their approach is proving to be a hit in the classroom, 75% of the leading 1,000 colleges and universities in North America are now using Top Hat.
Top Hat was unsure whether paid social would be a worthwhile investment. We worked with their team testing creative and audiences to finally achieve success on the paid social channels.
Existing campaigns were targeting elementary and high school teachers, but with our strategy we knew we’d have to specifically target university professors. We used a variety of platforms, notably LinkedIn, to target people with the correct job title.
We started building our audiences around self-declared professors as a safe way to ensure we were getting the qualified leads we were after. Once consistent performance started coming through, we broadened our audiences to lookalikes which allowed us to scale our performance significantly.
Once we established our audience, we started testing new platforms, including Instagram, LinkedIn, and Spotify.
We brought Top Hat new ideas and approaches to their marketing that they were hesitant to try before. We knew that in order to increase conversions, we had to target qualified leads with the right messaging.
Increase in paid conversions
Decrease in CPL
“The Search & Gather team is constantly bringing creative new ideas to us. Our team’s mandate is to grow lead gen and inbound pipeline and it’s been great being able to brainstorm new ideas with an external partner who takes the time to understand our specific audience and industry.”
Senior Manager, Demand Generation, Top Hat
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