TIAA-CREF hopes to reach higher education employees with a new online campaign on Yahoo Sports' college site, Rivals.com, MediaPost's Marketing Daily reports.

New York-based TIAA-CREF worked with agency TargetCast tcm to develop customized ads for higher education employees in Indiana, Michigan, North Carolina and Washington.

This isn't the first time that TIAA-CREF has run a campaign on Rivals.com. It ran ads on the site during March Madness.

"We saw numbers for the Yahoo campaign that were 20 to 30 percent higher than what we originally expected based on similar initiatives," TIAA-CREF senior marketing manager Kevin Seaman told Marketing Daily.

He added that the campaign "drove phone inquiries to the call center, brought existing customers online to sign in to their accounts and prospects online to create an account or call for an advice session." 

Edited by: Armie Margaret Lee


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