ACRONYM WINS SPROUT SOCIAL’S AGENCY CAMPAIGN OF THE YEAR FOR THE SECOND CONSECUTIVE YEAR

Award recognizes the agency’s outstanding social media work for Wharton Executive Education

NEW YORK, NY – February 2022 – Acronym, one of the world’s first and largest independent search and performance marketing agencies, was awarded Sprout Social’s Agency Campaign of the Year, marking its second consecutive win in the category.

The winning campaign successfully drove qualified applications and leads for Wharton Executive Education’s “Wharton Live Online Programs” during the pandemic, when courses were not being taught in-person.

The campaign produced 19% more leads and 8% more applications YoY, with the cost per leads 11% lower and cost per applications 2% lower — all achieved during the turbulent landscape created by the pandemic.

“We’re grateful for the support, collaboration, and agile strategy Acronym provided during a time of great change for our organization,” said Amy Hess, Senior Director of Marketing and Digital Strategy at Wharton Executive Education. “We’re proud of the team and are happy to see Acronym’s expertise celebrated in this way.”

Acronym built custom Facebook and LinkedIn audiences to target prospects who were interested in online learning programs. The agency utilized lookalike targeting, based on converters, detailed interests surrounding online learning, and site visits and sign ups, as well as Remarketing based on leads, registrations, site visits, sign ups, site visitors, CRM, and application abandoners.

Acronym’s social media team focused on qualified applications and shifted budget to top performing school programs using Facebook and LinkedIn paid media efforts. The agency optimized awareness campaigns and traffic to garner leads that could then be remarketed to students returning to campus in the future.

“Our shift in marketing for Wharton was in tandem with the continuing pandemic landscape,” explained Gellena Lukats, Acronym’s Director of Paid Social. “As Wharton moved courses online, we quickly pivoted our efforts to ensure the Wharton brand was still visible to target audiences while driving qualified applications and leads.”

Acronym CEO David Rollo said the award validates the social media team’s commitment to delivering results. “This campaign is a great example of Acronym’s agility and partnership approach with our clients,” he said. “The team was able to quickly shift strategies to support Wharton’s new online courses and the results speak for themselves.”

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