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How Gonzaga Embraced The New Metrics Of Mobile Marketing (And Said Sayonara To The “Almighty Click”.)

In today’s constantly changing social eco-system, the only way to keep up, is to keep moving ahead.

Average Engagement:Canvas:21 seconds Video ad:5.7 seconds

Facebook’s new Canvas ad format not only allows for more creativity, it demands it. That’s because LOE (Length Of Engagement) is starting to replace the “almighty click” as the metric of success. Or to put it another way, quality is (once again) more important than quantity.

Canvas Was A New Opportunity For Meaningful Engagement, And When We See A New Opportunity, We Jump On It.

When Facebook first introduced the innovative Canvas ad format, Primacy got up to speed fast. Our Marketing Solutions team partnered directly with Facebook to prepare rollout for our clients. Canvas, we realized, was an excellent way to create work that extended engagement time, and a perfect fit for the Strategy Ahead we’d created for Gonzaga University.

Develop Strategies and learn tactics that shape success

Deeper Engagements,Require Meaningful - Insights.

As is Primacy’s custom, we turned to data first for insights. We mined both primary and quantitative and unearthed a compelling and actionable truth: Those with stagnating careers often don’t realize the role leadership skills play in advancement.

Gonzaga’s Master’s in Organizational Leadership program provides those skills, and with longer engagement metrics, Facebook Canvas was the perfect way to go deeper into that message.

Gonzaga’s first Canvas campaign drove down their cost per lead, and even Facebook uses it as an example of how effective Canvas can be. Our client quickly adapted to a new opportunity, and reaped the benefits of moving ahead.

6xlower CPL with Canvas over static Gonzaga Facebook ads.

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life in the office

WHEN YOU DO SUCCEED, TRY, TRY AGAIN.

But the status quo wasn’t enough. Marketing and creative worked hand in hand to build upon previous learnings and to maximize the new capabilities of Canvas. To move ahead. The result was quickly concepting, building and launching two new canvas units with even sharper, targeted messaging.

Servant Leadership Canvas:

Millennials value more inclusive and collaborative management structures, this unit reflects how a Servant Leadership concentration can help you bring that new thinking to your workplace.

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GLOBAL LEADERSHIP CANVAS:

Today’s world and cultural issues are more complex than ever. The double exposure imagery we developed for the Global Leadership concentration is designed to reflect that complexity.

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ENROLLMENTS ARE UP, AND THAT’S A MEASUREMENT OF SUCCESS THAT ISN’T CHANGING.

It may seem like mobile advertising and social advertising are changing everything. But even though the formats, messaging and metrics are all new, the goal of attracting more and better engaged applicants will never change.

Lino Ribolla Lino Ribolla

Lino RibollaEXECUTIVE CREATIVE DIRECTOR

Lino's our Executive Creative Director and leads the New York office. If you want to talk branding, design or karaoke - he's your guy. Talk to Lino and let's see if we can help you shake things up in the city.