Key Results
BACKGROUND
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.