Messaging strategy

I love messaging strategies. They give you the chance to deep-dive, and map out an entire media plan.

Columbia University's School of Professional Studies wanted twenty-two (22!) – one for each of their programmes. Below is a sample of the Narrative Medicine copy, then a taste of the production for a range of courses.

Results

In a 2-week A/B test, our new copy and creative resulted in 6 leads on the platform over the 2-week span, with a competitive CPL of $73.33. In the same timeframe, the old creative saw just 3 leads generated at a higher CPL of $146.66.