Berklee Online’s first TikTok campaign generated 1,466 form submissions
Berklee Online needed its first TikTok campaign to reach career musicians and serious hobbyists—and turn their interest in music education into leads. MediaNug produced TikTok-first creative through TikTok Creative Exchange, using green-screen and comment-response formats to bring the school’s benefits into the feed. The campaign recorded 1,466 form submissions, 4.38 million impressions and 15.78K clicks.
- The first TikTok campaign delivered 4.38M impressions and 15.78K clicks.
- 1,466 form submissions were recorded from the campaign.
- Creatives ran 85% higher on 6 second view-through rate and 40% higher on engagement rate than non-TTCX creatives.
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The challenge
Berklee Online was launching its first TikTok campaign with a clear acquisition goal: generate leads from people serious about studying music. Its audience included working musicians investing in their careers and committed hobbyists looking to develop their skills.
The creative needed to introduce online study in a format that made sense alongside the videos those prospective students already watched, while giving them concrete reasons to explore the school.
The creative approach
Turn the education offer into reasons to act
MediaNug built the creative around three benefits: learning from instructors who also teach at Berklee College of Music in Boston, completing coursework at the student’s own pace, and studying alongside classmates around the world. These messages connected the school’s teaching credentials with the practical appeal of online learning.
Use formats the audience recognizes
The assets used TikTok-native tools including green screen and comment responses. Those formats gave the campaign a familiar visual language for explaining the offer within the For You feed.
Evaluate attention alongside lead generation
The campaign reporting covered four assets and measured impressions, clicks, form submissions, six-second view-through rate and engagement rate. That provided a view of both how people watched the creative and whether they took the next step.
The results
MediaNug’s supplied TikTok Creative Exchange case-study recap reports:
- 4.38 million impressions
- 15.78K clicks
- 1,466 form submissions
- 85% higher six-second view-through rate versus non-TTCX creative
- 40% higher engagement rate versus non-TTCX creative
- 23% more impressions and 19% more clicks versus non-TTCX creative
Two of the four assets ranked in the vertical’s top 3% for clicks, and two of four ranked in the top 3% for conversions, according to the recap. Form submissions are the reported conversion event; they should not be read as confirmed student enrollments.
Frequently asked questions
What did MediaNug create for Berklee Online?
MediaNug produced a series of TikTok-first assets through TikTok Creative Exchange, using green-screen and comment-response formats to explain the benefits of studying with Berklee Online.
Who was the campaign designed to reach?
Career musicians seeking further music education and serious hobbyists committed to developing their skills.
What results did Berklee Online report?
The campaign recap records 4.38 million impressions, 15.78K clicks and 1,466 form submissions. The creative’s six-second view-through rate was 85% higher than non-TTCX creative.
Did the campaign report enrollments?
The supplied results measure form submissions, not confirmed enrollments. The 1,466 figure represents the reported lead-generation event.