Case Study: Digiigyan – Lead Generation Campaign for Ed-Tech Platform
Client Overview
Digiigyan is a leading Ed-Tech platform providing online educational resources, courses, and training programs for students and professionals. The platform offers a wide range of programs designed to enhance skills and knowledge in various fields. Digiigyan approached us to run a comprehensive lead generation campaign to attract potential students for their courses and increase overall platform engagement.
Campaign Goals
a. Generate High-Quality Leads: Attract students and professionals interested in enrolling in Digiigyan’s online courses.
b. Increase Course Enrollments: Drive inquiries and sign-ups for Digiigyan’s courses across multiple disciplines.
c. Brand Awareness: Enhance Digiigyan’s presence as a reliable and accessible platform for online education.
Campaign Strategy
a. Platform Used: Facebook Ads
b. Targeting Parameters:
i. Location-Based Targeting: Focused on individuals in India, primarily targeting students and professionals looking to upgrade their skills through online learning.
ii. Interest-Based Targeting: Targeted people with interests in online education, professional courses, upskilling, career development, and learning.
iii. Behavioral Data: Used custom audience targeting to engage users who had previously shown interest in similar educational content and online courses.
c. Creative Approach:
i. Multiple Campaigns: Ran 10 different campaigns to target a variety of segments, such as students, professionals, and job seekers, ensuring wide-reaching and diverse engagement.
ii. Engaging Ad Copy: Developed compelling ad copy highlighting Digiigyan’s affordable and quality educational programs, career benefits, and course offerings.
iii. Visuals & Video Content: Incorporated eye-catching visuals, success stories from past students, and informative videos to build credibility and drive interest in Digiigyan’s courses.
iv. Clear Calls-to-Action (CTA): Focused on driving users to a simple lead form for more information, consultations, or direct enrollment in courses.
Results Achieved
a. Leads Generated: Over 3,500 qualified leads from individuals interested in enrolling in Digiigyan’s courses.
b. Cost per Lead (CPL): ₹3
c. Total Ad Spend: ₹10,500
Performance Highlights
a. The campaign successfully generated a significant volume of high-quality leads at a remarkably low CPL of ₹3, ensuring an excellent return on investment for Digiigyan.
b. The variety of campaigns allowed for better targeting and segmentation, leading to increased engagement and higher-quality leads.
c. By focusing on a wide range of user segments, the campaigns helped Digiigyan achieve its goal of reaching a broad audience and generating inquiries across various course offerings.
Key Insights
a. Diverse Campaigns for Better Targeting: Running 10 different campaigns allowed us to effectively reach multiple audience segments, ensuring the right message was delivered to the right people.
b. Cost-Effective Lead Generation: With an average CPL of just ₹3, the campaign delivered exceptional results at a highly cost-efficient rate.
c. High Engagement and Conversions: The combination of engaging ad copy, video content, and clear CTAs drove high levels of engagement and resulted in a large number of high-quality leads.
