Arizona State University Online Marketing Campaign: A Degree

Our objective was to enhance the ASU brand and reputation while improving brand perceptions and consideration. To achieve this, we aimed to redefine the value of earning a degree online from Arizona State University. By positioning ASU as a leader in higher education, we sought to identify what makes a degree online from ASU a better degree, or a degree better. The "A Degree Better" campaign was designed to:
Inspire interest in ASU's high-quality online education, taught by world-class faculty utilizing state-of-the-art technology.
Demonstrate that ASU supports students' aspirations without compromising the quality of their education or experience, providing access to an innovative, tier-one research university and the same award-winning faculty who teach on campus.
Differentiate from competitors through engaging and compelling design, photography, and succinct messaging that align with overall brand values and attract prospective students.
This campaign features expressive and editorially produced photography, ASU’s bold color palette, and dynamic flexibility of the brand type with scaling and dimension-specific arrangements of copy. Our messaging emphasizes "That's a degree better," supported by substantial reasons to believe.
In display “A Degree Better” assets saw a 260% increase in CVR compared to previous period. YOY, assets contributed by increasing conversions by 225%, conversion rate by 110%, and decreasing conversion costs by 24%. In paid social, campaign assets helped improve campaign efficiency, with a 154% decrease in CPL compared to total CPL since launch. YOY, the new assets contributed to a 20% improvement in CTR and 20% increase in conversion volume.