The lesson
The smallest useful cluster is “institutions like this one”, and the proof is one of them on camera.
The move
A named peer executive on video, shown only to that executive's peers, with each sibling ad testing one angle.
Why it works
- MeasuredUnder 1k impressions, company-targeted, UK and Ireland only: a list, not a segment.
- Our readA named university CTO speaking for his own team carries more weight with peer universities than a vendor claim, and one angle per variant keeps each test clean.
What not to copy
The footage, the executive and the institution. Keep the casting rule and the one-angle-per-variant test.
