UVA | Northern Virginia Social Advertising Creative

From January 2024 through May 2026, MtoM ran digital advertising for UVA | Northern Virginia on Meta, Google, LinkedIn and Spotify. We planned the campaigns, built the audiences, produced the video ads on this page, and reported on results across every platform each month.

Launching the new location

The biggest push was the launch of the new building, which ran in phases from November 2024 through March 2025. Meta and LinkedIn carried most of it, reaching the region's residents and working professionals at the same time. Meta alone delivered 11.9 million impressions during the launch.

Programs and events

Alongside the launch, we ran campaigns for individual programs and audiences: professional programs through spring 2024, public health in 2025, and military master planning in fall 2025. We also promoted the Programs Fair and the Connect Series events. Google Search and YouTube supported the same programs with search ads and video.

Recruiting for Inspire

For Inspire, the pre-college program, we split the Meta campaigns into separate parent and student audiences, each with its own creative. Parents turned out to be the stronger audience: parent campaigns produced leads at about two-thirds the cost of student campaigns.

Results, January 2024 to May 2026

• 41.3 million impressions across Meta, Google, LinkedIn and Spotify
• More than 450,000 clicks
• 4,700 leads from Meta
• 2.3 million video views across Meta, YouTube and LinkedIn

Source: UVA | Northern Virginia ad accounts via Agency Analytics. Leads as reported by Meta.

The ad creative

Short-form video and social ads MtoM produced for UVA | Northern Virginia programs, built for Meta placements in vertical and square formats.