Learn how unique creative content lead to increased conversion rates and decreased cost per acquisition.
About ICE
The Institute of Culinary Education’s Pastry & Baking Arts program offers a blend of traditional and modern culinary techniques, designed to prepare students for a career in the culinary arts. With campuses in New York and Los Angeles, the program draws on global pastry traditions and includes a comprehensive curriculum covering everything from bread and pastries to chocolate and cake decoration. The program, which can be completed in as little as eight months, is known for its hands-on approach and has produced award-winning graduates who have gone on to achieve national recognition.
A Quick Look
You can literally turn a week’s worth of work into minutes, just by running a script. And the best thing is that it is repeatable.
189%
Increase in MQLs in 6 months
22%
Decrease in monthly ad spend
38%
Increase in known account engagement in the US
TL;DR: Through updated creative our client was able to attain a higher CVR while decreasing spend.
The Challenge
How can we boost conversion rate while decreasing lead CPA?
As budgets are becoming more competitive, what can creative do in order to allow for campaigns to go further?
The Strategy
Q4 saw a diverse ad campaign testing new and existing visual styles.
We found brighter photos with dynamic angles and eye-catching colors resonated best. Leveraging this insight, we’re refining our strategy to create ads with more visual depth, maximizing existing resources and exploring new asset generation for optimal impact.
Looking Forward
2024 brings a fresh start! We partnered with ICE marketing to establish “Find Your Culinary Voice – Reimagined and “Updated” as our guiding theme, ensuring designs align with our vision.
We’re also focusing on creating design variations that enables true multivariate analysis, providing actionable data on individual design elements and their impact. Our aspirational visuals will feature more students and copy will emphasize the diploma and degree programs.
