The University of Phoenix is redefining how higher education connects with adult learners by tapping into TikTok’s full-funnel power. Ambeur Stevenson, Performance Marketing Manager, shares how the university reached 1 million followers by blending paid and organic strategies to authentically engage working professionals, parents, and career changers. Through strategic testing, audience expansion, and creative alignment, the University of Phoenix has seen measurable improvements in engagement, conversion rates, and cost efficiency.
Ambeur explains how integrating TikTok’s brand performance testing and retargeting tools allowed the team to lower CPLs while expanding reach into new demographics, including 18–24-year-old learners exploring flexible education options. By aligning paid campaigns with organic storytelling, the brand amplified its student voices, optimized enrollment intent, and strengthened its mission to lead, inspire, and grow.
What You’ll Learn in This Episode:
How the University of Phoenix hit 1 million TikTok followers by combining organic and paid content strategies
The full-funnel TikTok approach that improved conversion rates while lowering cost per lead
Why integrating retargeting and audience expansion became key growth levers for performance
How the brand used creator-led and student-led content to authentically connect with new audiences
The impact of reaching the 18–24 demographic on lead quality and long-term growth
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
