Video Production · Paid Advertising
Academy Xi
Academy Xi needed to promote their new Digital Marketing Diploma, so we built and filmed a YouTube Ads campaign designed for the two audiences most likely to enrol.
Academy Xi’s marketing manager reached out and chose ThinkBox to bring their Digital Marketing Diploma campaign to life. We filmed across multiple locations, including Sydney, Wollongong and Coffs Harbour, and storyboarded, scripted and produced four fifteen second videos, each with a six second cutdown, so we had the full range of lengths a YouTube campaign needs across the funnel.
Creative built specifically for YouTube Ads, and mapped to the way people research a career change rather than a quick impulse click.
“Academy Xi engaged ThinkBox Marketing to help us grow with a YouTube Ads and Google Ads campaign. ThinkBox created 4 videos 15s long, and provided the 6s cutdown of each video. We had great success with YouTube and they have since helped us with other areas of our Marketing Strategy.”
Kim Pham, Marketing Manager, Academy Xi
Who we needed to reach
The campaign had two clear audiences. The first was students who needed genuine flexibility in where and how they study, and the second was 28 to 40 year old white collar workers who were ready to change careers and saw a digital marketing qualification as the way in. Getting the same diploma in front of two quite different mindsets was the real challenge.
How we ran it
We spent over $10,000 on placements, running skippable in stream YouTube ads to custom intent and in market audiences built around career change and digital marketing study, then retargeting everyone who engaged with a shorter cut to keep the diploma front of mind across the long decision. Because a course like this is a considered purchase, the campaign was built to nurture interest over weeks rather than chase a click on day one.
The results
The outcome
The campaign delivered around 1,400 clicks and 78 enrolment enquiries, and filled two full class intakes over a twelve month period. It performed well enough that Academy Xi have since had us help across other parts of their marketing strategy.
The creative