Higher education, meet Twitch.
Higher education provider
Industry
Higher Education
Goals
- Reach young male audience through new channel
- Drive awareness for key programs
- Test new platform for future campaigns
Challenge
Reaching young adult males 18–24 is pretty tricky for many organizations — not because they’re disengaged, but because many of them spend time on alternative media channels. A higher education client was already running awareness campaigns across Snapchat, CTV, streaming audio and podcasts, and YouTube, but those channels didn’t always fully reach this key demographic. There was an opportunity to connect to more young men, but adding more spend to the same mix wasn’t going to close that gap. Using a new media platform, however, might do the trick.
- Target demographic wasn’t engaging with the existing channel mix
- Young adult males 18-24 needed a new access point
- Awareness for client’s educational offerings was underperforming
Solution
Market research pointed to Twitch as the best way to reach our client’s untapped audience, and the platform data backed it up. With 71% of its users aged 16–34 and skewing heavily male, Twitch offered direct access to an audience that most traditional social channels didn’t reach. Our digital marketing strategy involved :15 and :30 Twitch ads alongside display banners and letting performance data guide format decisions as the campaign ran. The :30s video actually outperformed on completion rate — a surprise finding that shaped how we’d approach advertising on Twitch going forward.
- Identified Twitch through market research as the highest-potential platform for the target audience
- Ran :15 and :30 video ads plus display banners across the platform
- Used in-flight performance data to inform format strategy
Results
The Twitch campaign delivered 40k impressions with a 96% video completion rate, showing that this once-unreachable audience could be very engaged once we met them where they spent time. This initial success opened the door to expanded media advertising campaigns across additional programs and informed how we approached similar audience challenges for other higher education clients.
40k
impressions
96%
video completion rate
Campaign success expanded into additional programs and shaped strategy for future clients
Related performance snapshots
