Case Study: Society of Actuaries

MSM developed an impactful campaign through a strong understanding of the target audience and how to reach them effectively. Placements included top media channels with relevant interest targeting overlaid as well out-of-home advertising on college campuses. MSM also had an ongoing focus on campaign optimization and testing to drive steady growth.

MSM focused its media approach on various social platforms where college students show high media usage. Customary targeting was utilized to lean in on students who had career interests that aligned with the actuary profession (e.g. math, STEM, data science, etc.). Influential platforms where students seek answers or advice like Reddit and Quora were also utilized with career-focused messaging and information about the actuarial profession.

Additionally, we incorporated interest targeting involving relevant hobbies that align with STEM. While playing video games is Gen Z’s favorite entertainment activity¹, research also showed that teens who frequently play online video games have above average scores in math and science². With proof of gaming relevance, we added this as a targeting overlay across social platforms where students seek gaming content or conversations, such as YouTube. A top gaming platform, Twitch, was also added into the channel mix with targeting focused on STEM textbook shoppers/enthusiasts to ensure high relevance.

To meet college students where they are, we deployed out-of-home units at select college campuses (with actuarial science programs). Informational flyers were also distributed at these college campuses by student brand ambassadors.

Throughout the year, MSM insights and planning teams monitored digital campaign performance, fine tuning media plans and performing optimizations as needed. In 2023, 112 campaign optimizations were made, followed by 200+ in 2024. Optimizations included pausing low performing audiences, keywords, & swapping creatives, as well as larger tests and learns.

In 2025, MSM tested AI targeting capabilities in our Meta and Reddit campaigns; upon test completion, we reinvested in the successful elements and discontinued those that did not move the needle.

¹ Deloitte Insights – Digital Media Trends, 15th edition.

² International Journal of Communication.

Through platform and targeting relevancy, coupled with continued optimization, the campaigns drove positive results:

• In Q4 2022, one year after MSM launched SOA’s first campaign, first-time actuarial test takers increased after an eight-year decline.
• In 2023, we helped SOA reach its annual affiliate member sign-up goal eight months into the year.
• In 2024, there was a year-over-year increase in affiliate member sign-ups, exceeding the new annual goal by 49%.
• In 2025, the campaigns continued to perform well, reaching 86% of the goal through September and driving an 11.6% year-over-year increase in first-time actuarial test takers as of Q3 2025.

YoY increase in 2024
affiliate memberships