Netherlands’ Open University scores top marks with Sponsored Updates

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  • Netherlands Open University scores top marks with Sponsored Updates

    Innovative targeting, and a commitment to continuous learning, delivers ROI for Dutch online distance learning university, The Open University.

    The Open University of The Netherlands (OU) is an independent, government-funded institution that offers the opportunity to study for degrees through innovative, remote learning. Students communicate with one another and their teachers through an electronic learning environment where they can also download materials and take tests. The OU is ideally suited to professionals looking to advance their careers through new qualifications and it was keen to explore new channels for broadening awareness amongst this audience.

    Challenge

    IntroducetheOUtonewprofessionalaudiences DriveconsiderationbyshowingthepositiveimpactofanOUdegreeoncareers

    BuildacommunityofpotentialstudentsonLinkedIn

    Solution

    TargetedSponsoredUpdatesonLinkedIn Contentbuiltaroundstoriesofprofessionalsenhancingtheircareers

    TargetingbasedonmatchingOUstudentpersonastoLinkedInprofiledata

    Audienceexpansiontargetingtoreachabroaderrangeoflike-mindedprofessionals

    OpenUniversiteit

    Why LinkedIn

    Theworldslargestprofessionalnetworkandthe perfectmatchfortheOUstargetaudience Places OU content in the world's only professional feed: a contextually relevant, credible environmentTheopportunitytobuildconnectionsand communitiesamongstpotentialstudents,reflecting theOUapproachtolearning

    Results

    Click-throughratesofover0.8%exceededall campaigntargetsPhaseOne ofthecampaigndeliveredmorethan 5,500interactions Thisincreasedto20,000interactionsfor subsequent phasesAudienceexpansiontargetingdelivereda50% increaseinSponsoredUpdates performance

    Open Universiteitwww.ou.nl

    Claudia SchutterCampaignMarketerOnlineOpenUnivesiteit

    LinkedIn and the Open University of the Netherlands share the same drive: to give professionals the opportunity and tools for greater success. And thats also the basis of our partnership, we always try to do it better, smarter and more successful next time.

  • Visitemea.marketing.linkedin.com/success-storiestolearnhowothermarketershavesuccessfullymettheirmarketingobjectives.

    Copyright2015LinkedInCorporation.LinkedIn,theLinkedInlogo,andInMail,areregisteredtrademarksofLinkedInCorporationintheUnitedStatesand/orothercountries.Allotherbrandsandnamesarethepropertyoftheirrespectiveowners.Allrightsreserved.

    Campaign Screenshots

    Applying learning

    TheLinkedInaccountteamworkedcloselywithOUssocialmarketers,suggestingapproachestomaximisetheimpactofSponsoredUpdatecontent.Thisprocessofcontinuousimprovementincludedimageryreflectingthehumannature

    ofstudentsstories,andprominentpull-quotes.Theresultsofthecampaignsearlyphasesalsohelpedtofine-tuneandoptimisetargetingforimprovedresponserates.TheOUofferssevencoursesacrossthreefaculties:HumanitiesandLaw;Management,ScienceandTechnology;PsychologyandEducationalSciences.AllcoursesreceivedasimilarinitialshareoftheSponsoredUpdates.However,earlyresultsenabledthecampaigntofocusincreasinglyonthosecoursesgeneratingthestrongestresponse.

    Graduating to the next level of results

    TheOUsappetiteforinnovationandoptimisationpaidoff.Astronginitialclick-throughrateof0.6%improvedsignificantlytoover0.8%,andthenumberofinteractionsdrivenbythecampaignsimilarlygrewfromastrongstartingpointof5,500tomorethan20,000.