Tailwind Case Study - 10X Digital Marketing Agency

Student Housing Case Study

Tailwind
Group

The Tailwind Group launched a programmatic advertising campaign to boost brand awareness and generate student housing leads across three competitive markets, aiming to engage college students through targeted OTT and digital placements.

Background

The Tailwind Group, a top national student housing provider, launched new programmatic advertising campaigns to drive lease conversions and brand awareness across three key markets: Fayetteville, AR; Gainesville, FL; and St. Louis, MO. With a focus on reaching college students aged 18–24, Tailwind aimed to capture high-intent leads for its properties during peak leasing season.

Objective

The primary objective was to generate interest and conversions—measured by website visits, “Apply Now” clicks, tour bookings, and form submissions—by using advanced programmatic advertising tactics. The campaign also sought to achieve strong upper-funnel engagement through connected TV (OTT) and video platforms while establishing Tailwind’s presence in each local market.

Solution

10X Digital deployed AI-driven, geo-targeted programmatic ad campaigns focused on student audiences within a 10-mile radius of each property. Using machine learning and continuous strategic optimizations, the campaign combined compelling creative assets with precise targeting. Performance was tracked using metrics tied to direct website actions including visits, clicks, and form submissions.

Results

Delivered early-stage conversions (90+) “Apply Now” “Book a Tour”, a rare result in OTT/CTV campaigns that typically convert later in the buyer journey.
Campaign exceeded CTV/OTT benchmarks across all markets (93–95%+ completion).

Summary

In its first month, 10X Digital’s programmatic campaign for The Tailwind Group exceeded benchmarks for video completion and delivered early conversions—indicating strong creative, precise targeting, and high campaign relevance. This performance sets the stage for continued optimization and growth throughout the student housing leasing cycle.