Belmont University
Belmont University
Q1Media's Belmont University Multi-Market Campaign ran Facebook, The Trade Desk, Google Ads, Snapchat, and TikTok in parallel across a 10-month flight — delivering 55.9 million impressions, 487K clicks, and a late-flight efficiency lift that turned the campaign into a scale play.
Campaign-to-date performance across all five platforms, measured through April 21, 2026.
Each channel was deployed for a specific job — reach, engagement, video completion, or conversion — then rebalanced as the flight matured.
Belmont's social creatives — vertical video on TikTok and USA-themed social assets on Facebook — consistently delivered 4× campaign-average engagement. When paired with The Trade Desk's programmatic muscle, the creative mix drove the late-flight conversion surge.
Between April 15 and April 21, conversions surged 509% week-over-week — from 32 to 195 — while spend moved less than 1%. The campaign entered a high-efficiency phase where reduced impression volume yielded substantially higher conversion outcomes.
Every $640K campaign is a bet. Here's what paid off, what didn't, and what the next Belmont flight will do differently.
TikTok 9×16 and Facebook yield-stage social hit 4× campaign-average CTR. The creative format matched the placement, and it worked.
11,735 conversions at a $7.13 CPM — below the Education vertical benchmark of $7.56. Programmatic display quietly did the heavy lifting while social did the shouting.
A 509% WoW conversion surge in mid-April proves the targeting and creative mix tightened as the campaign matured. The last 40 days will scale on what worked.
The YouTube Phase 2 creative drove 5.1M impressions at 0.02% CTR — 43× lower than top performers. Next flight: cut skippable YouTube inventory or rebuild the creative for the format.
Highest CTR in the mix (2.06%) but also the highest CPM ($62.57). Worth the spend for Gen Z brand lift, but not the right platform for conversion volume.
The data is clear. Reallocate from Google AdWords and Snapchat brand into TTD conversion inventory and TikTok/Facebook native video — and use the Belmont creative winners as the baseline for the 2026-27 flight.