Brigham Young University 3x Brand Awareness With Programmatic

University students holding notebooks and walking together

Raising the Profile of Research and Talent

Utah-based Brigham Young University (BYU) has a strong academic reputation thanks to its world-class research and service-minded graduates. Still, it wanted to raise awareness of its real-world impact and improve recognition among employers beyond its local community. They partnered with StackAdapt on a multi-channel strategy that blended precision targeting with scale, tripling brand awareness in just one year.

Solutions Used

Building Recognition With a Multi-Channel Campaign

To increase national awareness, BYU launched a multi-channel programmatic strategy that leveraged custom creatives, account-based marketing (ABM), 3rd-party audience data, and location-based targeting to reach the right people. Here are the tactics they used:

Account-Based Marketing

Used ABM to reach executives at Fortune 1000 companies and build credibility with future employers.

Custom Creatives

Partnered with StackAdapt’s Creative Studio team to design high-quality assets tailored to specific audiences.

Premium Inventory

Used curated domain lists and 3rd-party data to reach affluent, highly-educated audiences more likely to engage with BYU’s research.

Turning Academic Excellence Into National Awareness

With campaigns running year-round, BYU and StackAdapt continually monitored performance and optimized campaigns in real time. The results: BYU achieved a 300% lift in CTR and tripled brand awareness year-over-year. BYU continues to build on that success with StackAdapt, using precise targeting and custom creatives to share their research and deepen connections with employers nationwide.

Brand Awareness

+300% YoY

CPC

$0.52

CPE

$5

CTR

0.97%

Shane Westwood

Associate Director of Brand Marketing

Brigham Young University

“We appreciate StackAdapt’s ability to help us precisely target relevant audiences and the team’s ongoing focus on improving BYU’s ad performance. On average, our campaigns consistently deliver CPMs of $5 and CTRs of 1%, and when audiences click to learn more, they spend meaningful time engaging with BYU’s landing pages.”