Case Study 2
Sustaining Student Connection: How ADMATIC’s Data-Driven Always-On Strategy Led to UOW’s Most Efficient Year Yet (2025 Intake)
Overview
In response to evolving student engagement trends, ADMATIC partnered with the University of Wollongong (UOW) to shift from fragmented, campaign-by-campaign bursts to a streamlined, Always-On strategy. This transition reduced inefficiencies caused by campaign overlap, inconsistent audience engagement, and fragmented budget allocation, improving audience targeting and enhancing conversion rates while maintaining a strong presence throughout the student decision-making journey.
The Challenge
UOW’s previous approach relied on multiple overlapping campaigns, leading to inefficiencies in budget allocation, audience segmentation, and creative deployment. Key challenges included:
- Overlapping Campaigns: Disjointed media bursts resulted in audience fatigue and inefficient spending.
- Fragmented Audience Engagement: Messaging lacked continuity, requiring repeated efforts to re-engage students at different stages.
- Increasing Competition: With more universities investing in digital media, standing out in a crowded market was essential.
ADMATIC’s Strategic Shift to Always-On
To tackle these challenges, ADMATIC implemented an Always-On strategy that optimised media efficiency, expanded audience reach, and improved engagement across all touch points. By maintaining consistent communication, UOW stayed top of mind, ensuring high-frequency presence and sustained impact, even when students were not actively in the application process – leading to increased awareness and higher conversions.
Intelligent Creative Rotation
We replaced fragmented campaigns with a structured creative rotation strategy to keep content fresh and relevant. Messaging aligned with key milestones, from early admissions to ATAR release, and underperforming creatives were replaced in real-time to optimise performance.
Precision Audience Targeting
By consolidating audience segments and leveraging data insights, we refined targeting on Meta, TikTok, and Snapchat, reducing wastage. Parents were engaged via Gmail, Connected TV, and Spotify, while data-driven adaptability allowed for budget shifts towards high-intent audiences informed by Google search trends.
Cross-Channel Media Optimisation
ADMATIC deployed a flexible budget model, allowing real-time reallocation across high-impact channels like Snapchat and TikTok, and tested new platforms such as Spotify, Twitch, and Connected TV to capture high-indexing audiences. Search and Programmatic were key drivers for conversions, achieving a 79.6% share of all applications with an 84% lower CPA YoY.
