LCCA needed to attract new students to their gaming course. Initial ad creatives performed well but revealed a significant gender imbalance—we were attracting predominantly male candidates. The first design featured a young woman, but analysis showed an interesting pattern: ads featuring male models attracted female applicants, while ads with female models attracted male applicants.
Working directly with the LCCA marketing team and campaign manager, I created multiple ad variations for A/B testing and analyzed performance data to identify which creatives resonated with each demographic. Based on insights showing this cross-gender appeal pattern, I developed a new set of creatives strategically featuring male students to attract our underrepresented female demographic.