How we redesigned CG Spectrum’s campaign and creative strategy to drive conversion META

CG Spectrum, a leading online school for creative industries, offers top-tier courses in animation, game design, and visual effects. CG Spectrum partnered with Student Garden to develop a strategy on META to build their brand awareness in Australia and enhance lead volume.

The Challenge

Despite their exceptional offering and great reputation in other markets, the client faced two major challenges in the Australian market: low lead volumes and insufficient brand awareness. With limited marketing data to work from, CG Spectrum needed help gathering and implementing strategic insights from their campaigns to drive results.

The strategy

So, how did we address the challenge? By implementing a targeted messaging strategy and optimising creative assets, we achieved exceptional results. Conversion increased by 194%, and the cost per lead (CPL) was reduced by 42%.

+ 194% conversions
Additional 128 leads in 2 week period
42% decrease in CPL
$80 reduction in cost per lead
+2.81% conversion rate
Conversion rate increase in 2 week period

Services

What Did the Data Tell Us? Leveraging Data-Driven Insights.

What Did the Data Tell Us Leveraging Data-Driven Insights.

We adopted a “test, learn, scale” approach to define the best messaging mix for CG Spectrum. After giving CG Spectrum’s Meta advertising campaign sufficient time in the market, we conducted a detailed performance review to pinpoint which messages and creative elements were driving the highest engagement and conversions. By combining this data with proven tactics from other successful campaigns within the industry, we refined our strategy to maximise results within Meta’s highly targeted platform.

Understanding What Resonates

Our analysis revealed that ads delivering detailed information in the first frame consistently performed best. Prospective students showed a strong interest in learning about CG Spectrum’s course offerings and what studying with them might entail. This insight shaped our approach to focus on clear, informative messaging upfront.

Leveraging Mentors’ Industry Credibility

Highlighting where CG Spectrum’s mentors had worked—such as at DreamWorks, Pixar, and Disney—proved highly effective. By associating the courses with these iconic industry names, we built trust and appeal among the audience. For instance, a 3D Animation ad using this strategy achieved an impressive 5% conversion rate.

Driving Conversions with Clear CTAs

Direct calls-to-action combined with clear career outcomes also resonated strongly. One ad leveraging this approach achieved an outstanding 12.35% conversion rate, underscoring the importance of guiding prospective students toward actionable next steps.

By continuously refining our messaging and creative, we’ve significantly enhanced campaign performance, delivering tangible results for CG Spectrum.

Refining the Campaign for Deeper Engagement

Once we had an idea of what resonated with prospective students, we focused on those insights to optimise our creative messaging strategy.

Focusing on Specifics

We made a strategic shift in our messaging, focusing on what each course entails rather than just highlighting CG Spectrum’s offerings. This helped prospective students better understand the skills and experiences they could expect, strengthening the connection between their aspirations and the programs available.

Visualizing the Student Journey

We enhanced the creative to help the audience picture themselves as CG Spectrum students. Instead of only showcasing impressive student output, such as animations and designs, we directly linked this work to real-world career outcomes. By tying the creative process to industry opportunities, we made the journey from student to professional more tangible and inspiring.

Showcasing Course Highlights

To further engage our audience, we spotlighted standout modules within each course. By emphasizing the elements students love most, we tapped into what excites prospective students about CG Spectrum’s offerings, creating content that resonated more deeply.

Highlighting Mentors and Industry Connections

Finally, we brought CG Spectrum’s mentors and their industry connections to the forefront. By showcasing mentors’ impressive credentials and experience with leading companies, we added credibility and aspirational value to the campaign, strengthening the appeal to prospective students.

Delivering Outstanding Results

The results of our refined campaign strategy and creative enhancements were nothing short of exceptional. By leveraging targeted messaging, engaging creative, and data-driven optimizations, we significantly improved CG Spectrum’s campaign performance across key metrics.

Conversion rates soared from 2.69% to 4.87%, an impressive 81% increase in the efficiency of turning clicks into leads. This improvement directly contributed to a dramatic reduction in cost per conversion (CPC), which dropped by 42%.

The campaign also saw substantial growth in audience engagement. Total clicks increased by 62.1%, reflecting the effectiveness of our messaging and creative in capturing attention. Most importantly, the number of conversions surged by an astounding 194%, climbing from 66 to 194 in a two-week period, underscoring the campaign’s success in driving meaningful outcomes for CG Spectrum.

The results we’ve seen are all down to the teams test-learn-scale approach. Using insights from the campaign, our creative messaging and strategy have gone from strength to strength generating great results. We have all loved working on such a fun, creative and innovative client who’s answer to trying something new is always ‘YES!’.