Discover how Penquin helped Villioti Fashion Institute achieve a 22% increase in student enrolments through a highly targeted paid social media campaign. In this case study, we explore the strategic approach used to boost brand visibility, generate qualified leads, and deliver outstanding engagement across platforms like Facebook, Instagram, and TikTok. Learn how Penquin's innovative digital marketing solutions can drive results for your business.

Learn how Penquin’s 2023 Paid Media Campaign Increased Villioti Fashion Institute’s Registrations by 22%

Villioti Fashion Institute, a renowned institution for aspiring fashion designers, sought to increase its brand visibility and drive student enrolment through a targeted digital marketing campaign. They had never worked with a marketing agency before, so this was their first experience in approaching their marketing strategically. In collaboration with Penquin, the goal was to establish Villioti as the top choice for fashion education while generating website visits, enquiries, and ultimately, student registrations. The campaign was designed with two primary objectives. First, it aimed to promote the Early Bird Special, offering students the opportunity to enrol for the following year while still paying 2023 fees, creating a compelling incentive to sign up early. Second, it focused on building general brand awareness for Villioti, positioning the school as a pioneer in fashion education and reinforcing its reputation as a leader in the industry. These objectives provided the foundation for a campaign that not only drove enrolments but also strengthened Villioti’s brand presence in the competitive fashion education space. 

With a strategic focus on paid social media advertising, Penquin was able to deliver exceptional results, significantly boosting both brand engagement and enrolments.

The Challenge

Villioti faced two core challenges: enhancing brand awareness in a competitive industry and increasing student registrations for upcoming semesters. While the institute was already recognised in certain circles, it needed to reach a broader audience, including students and their parents, while generating tangible enquiries and enrolments. The key challenges were: 

• identifying the right platforms
• targeting the correct audience
• and ensuring the messaging resonated effectively.

The Solution

Penquin developed a multi-faceted social media advertising strategy, paired with Out of Home, tailored to Villioti’s needs. The approach involved leveraging the vast reach and precise targeting capabilities of social media platforms, combined with compelling creative content and continuous campaign optimisation. Key elements of the solution included:

• Creative Strategy: Penquin developed visually compelling artwork and messaging that emphasised Villioti’s unique value propositions, such as the Early Bird Special and the institute’s prestigious reputation, including that they are affiliated with Parson’s, and so learners would be receiving the same education that fashion designers receive in New York. Ad formats, including carousel ads, image ads, and video ads, were A/B tested to determine which creatives resonated most with the audience.
• Platform Selection: Penquin identified Facebook and Instagram as the primary platforms to target potential students and their families based on demographic research. TikTok was also included to engage younger audiences interested in fashion. Each platform was selected based on user behaviour patterns and audience relevancy.
• Audience Segmentation and Targeting: Advanced targeting features were used to reach individuals most likely to be interested in fashion education. The audience was segmented based on interests, demographics, behaviour, and previous engagement with Villioti’s content. This allowed Penquin to focus on distinct audience groups, maximising relevance and impact.
• Campaign Optimisation: Penquin implemented A/B testing for different ad creatives and messaging, optimising the campaign throughout its lifecycle. Performance metrics such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS) were continuously monitored, allowing for real-time adjustments to maximise effectiveness and budget efficiency.

The Results

The paid social media campaign achieved impressive results, driving substantial improvements across all key performance indicators:

• 22% Increase in Student Registrations: The most notable outcome of the campaign was a 22% increase in enrolments, surpassing the institute’s previous intake figures.
• Increased Brand Visibility and Engagement: The campaign generated a significant increase in likes, shares, comments, and followers across Villioti’s social media platforms. This surge in engagement enhanced the institute’s overall brand visibility, establishing Villioti as a top contender in fashion education.
• Optimised Ad Performance: Through A/B testing and continuous monitoring, Penquin was able to optimise ad creatives and targeting. The campaign maintained a strong click-through rate (CTR) while keeping the cost per click (CPC) and cost per lead (CPL) at an efficient level.

The Impact  

The campaign’s success was not only measured by enrolments but also by the enhanced perception of Villioti Fashion Institute as a leading educational institution. The combination of targeted advertising and creative content significantly expanded the institute’s reach, engaging new audiences while strengthening the bond with existing followers. The use of social media platforms to achieve both short-term conversions and long-term brand growth highlights the importance of digital marketing in the education sector.

Penquin’s strategic approach and hands-on campaign management ensured that the institute received a significant return on its advertising investment. The ability to effectively drive engagement, generate leads, and convert prospects into students underscored the power of a well-executed digital marketing campaign in achieving tangible business outcomes.

Conclusion

The paid social media campaign executed by Penquin successfully elevated Villioti Fashion Institute’s brand awareness and student enrolment. By strategically leveraging the unique targeting capabilities of social platforms, creating visually compelling ad creatives, and optimising performance through continuous testing, Penquin was able to deliver a 22% increase in registrations while significantly boosting engagement across all metrics. 

This case study exemplifies how Penquin’s digital marketing expertise can drive growth and measurable results, making them an ideal marketing partner for educational institutions seeking to thrive in an increasingly competitive landscape.

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