Vita Student Paid Social Campaign

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INTRODUCTION BACKGROUND APPROACH RESULTS

VITA STUDENT

Key Results

15.3 M

VIDEO VIEWS

90 K

SOCIAL CLICKS

+61 %

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EXPERTISE

B2C, Influencer, Paid Social

BACKGROUND

Converting Gen Z across Meta, TikTok and Snapchat.

Vita Student are the leaders in luxury student accommodation across 18 cities, in the UK and Barcelona. Life at Vita Student is like no other student experience, with onsite events, gyms, dance studios, cinema rooms, careers services, collaborative work spaces and living spaces. Vita Student is where students thrive.

Having worked with Vita Student to grow across Meta and Google, it was time to diversify on new platforms. Found pivoted to exploiting TikTok and Snapchat for higher reach and website traffic across international and domestic audiences.”

CHALLENGE

After working with Vita Student for a number of years, the campaigns on Meta were highly optimised and performing incredibly well, yet it was time to take the campaigns to the next level. We recommended diversifying and reaching new users with new platforms, TikTok and Snapchat.

OUR APPROACH

“We steered Vita Student towards TikTok to engage with their key demographic, 18-25-year-olds. Using micro-influencers and TikTok Spark ads, we targeted students in each of the target cities. We then retargeted users with conversion campaigns to drive leads.”

CREATIVE STRATEGY

We worked with Vita Student on their creative strategy for TikTok and Snapchat. We recommended that the content look native and utilise UGC or influencer content on these platforms. From our testing we found that a Gen Z audience are less likely to interact with traditional ads on the platform, they prefer to see organic UGC content which provides authenticity and trust.

TIKTOK

We utilised Spark ads on TikTok with the objective of website traffic to bring users to the Vita Student website. We utilised fun and engaging brand videos with UGC content made by Vita's brand ambassadors. The brand ambassador content saw incredibly high CTR's from 1.8% – 3.3% on TikTok.

SNAPCHAT

More recently, we utilised Snapchat for India audiences who could not be found on TikTok due to Indian restricting use of TikTok. By launching on Snapchat, this allowed us to unlock a younger audience who were not using Meta platforms.

Showcasing Vita Student as not just a place to live during your university years but a place to thrive and engage with like-minded students, a place where you can come into your own and shape your future. ‘Where Ambition Lives’ is more than just a slogan to Vita Student, it encapsulates their brand’s ethos and the development journey that students embark on during their stay.

“Telling this story through brand content, UGC and brand ambassadors helped Vita Student step out from the crowd as a market leader in luxury accommodations”

RESULTS

The numbers speak for themselves:

We succeeded in reaching new audiences, with our work receiving a UK Search Award for Best Use of Social Media in a Search campaign.

VIDEO VIEWS

Capturing the attention of students globally.

15.3 M

SOCIAL CLICKS DELIVERED

Successfully building a new customer base.

61 %

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Delivered against the previous year at the same cost.

61 %

”We work with Found across SEO, Paid Search, and Paid Social. From the pitch to working across our account, Found have given us a senior team with relevant industry experience and have been key drivers in the digital growth of our business. The team we work with are proactive and have been transparent and supportive throughout our working relationship. We're really happy with the relationship so far and look forward to our continued partnership and the performance we'll drive together as a team.”

Alexandra Greenhalgh

Head of Acquisition