MIT Sloan combines rigorous study with practical application and a drive for impact in the world. With ten degree programs, including MBA degrees, specialty masters’ degrees, and offerings for both undergraduates and mid-career executives, MIT Sloan brings together a brilliant community of students and faculty from around the world to tackle today’s most complex global challenges.
In early 2020, CC:S refreshed MIT Sloan’s existing creative showcase for paid promotion, search, and social platforms for five of its academic programs, including their MBA, Master of Finance, Master of Business Analytics, MIT Sloan Fellows MBA, and Executive MBA programs. The original ads were conservatively on-brand and didn’t differentiate for the specific audiences of each academic program. The new ad concepts turned up the brand volume to help drive lead generation.
For the initial Spring 2020 campaign, CC:S developed multiple visual approaches to test across platforms, which gave us the opportunity to see which type of imagery and overall style resonated more with audiences. Both designs had more than double the leads than the previous campaign, but the more conceptual imagery far outperformed student imagery, garnering more than three times the clicks. Understanding the impact of that type of imagery, we can further hone the creative in future campaigns to continue generating more leads for admissions.