Students were browsing multiple education options online but lacked clarity about real campus life and career outcomes. ICFAI needed to engage both students and parents in a high-attention format.
Approach:
Recro Media being the best Video Marketing Services provider in India developed emotionally resonant and informative video ads that mapped to each stage of the decision journey:
Informational Intent: Instagram Reels with student life stories, course explainers, and campus visuals
Commercial Intent: Facebook video ads with cut-down testimonials, placement success clips, and admission reminders
Execution Highlights:
15-second Reels showcasing hostel life, faculty shoutouts, and club activities
Parent-focused Facebook video creatives addressing placements and safety
Deadline countdown video ads in Stories with swipe-up CTAs
Retargeting high-intent video viewers with scholarship or webinar invites
Results:
48% more website visits from Instagram video viewers
3.5X uplift in form submissions during deadline windows
70% video completion rate on Reels under 20 seconds
Increased brand favorability in student sentiment survey post-campaign
Impact: The campaign helped ICFAI stand out in the cluttered education market with authentic, story-driven content that informed and converted.