QuaverEd - Campaign
Project Details
For Black History Month, I developed and launched a lead-generation campaign to celebrate and promote diverse musical resources. The campaign targeted music educators nationwide and offered a free downloadable resource featuring fun facts about black musicians, Freedom Songs, and printables. Running across Facebook, Instagram, and YouTube, the campaign included dynamic messaging and creative assets designed to resonate with educators and their students.
Key performance indicators:
Ad click-through rate
Squeeze page conversion rate
Cost per lead
“
Christian brought an innovative, data-driven approach to every campaign he managed, consistently delivering measurable results that surpassed expectations. His attention to detail ensured our strategies were efficient and optimized for maximum reach and engagement.
— Bill Worrell, Director of Digital Marketing at QuaverEd
Creative Process
I collaborated closely with my team to ensure the campaign’s messaging aligned with our audience’s values and educational needs. We utilized entertaining music videos and carousel ads to captivate social media users, emphasizing storytelling and authenticity. Key considerations included maintaining brand safety and ensuring a seamless email automation process to deliver resources effectively.
Results
The campaign achieved exceptional performance, with a 16.3% CTR on Facebook and Instagram, significantly outperforming the industry average of 0.73%. Additionally, it generated 2,000 email leads, 879 YouTube subscribers, and a squeeze page conversion rate of 11%, exceeding the 8% industry benchmark. Cost per lead was 77% below peers, reflecting the campaign’s efficiency and effectiveness.