Mount Mary is an all-women's university with over 800 undergrad students located just outside Milwaukee. The school was suffering from nearly nonexistent engagement, leading to a decline in enrollment.
HOW TO REACH GEN Z WOMEN?
CASE STUDY
mount mary
university
"girls can't"
We confronted our targets with something they've heard all their lives, "Girls Can't," and turned an insult into a message of empowerment.
We delivered the message to young women, 18-24, on the social media platforms that matter to them, not their parents. (We're talking to you, Facebook.) Snapchat and Instagram executions drove the campaign, and they were the big winners.
In two months, the campaign garnered ...
6,388 SWIPE-UPS and 2.9 MILLION IMPRESSIONS on SnapChat
400 CLICKS and 90,947 UNIQUE USER VIEWS on Instagram
WE BELIEVE ...
You should take a quick break from checking out this campaign to watch our highlight reel and learn about a few of the other things we believe in at 6AM Marketing.
Our research revealed an audience close to home: young women in Metropolitan Milwaukee using public transportation.
Transit ads resulted in an average session of 6 MINUTES by website users.
We hit our target again on their beloved mobile devices with a display campaign that generated 3,662 clicks — doubling the clickthrough rate goal.
When MMU got a sudden shot at having students cook at a high-end, off-site test kitchen, we were contacted and told we had just days to prep, shoot and edit a video. That's not a challenge — that's the fun.