GSB Case Study - Conversion Science

Generating leads through Paid Social

About this case study

Industry

Education

Scope

Paid Media Campaigns, Lead Generation

THE CHALLENGE

Education marketers have to stand out with digital marketing, revolutionizing the field. Many institutions are under pressure to adopt new technologies and use emerging platforms to remain relevant, creative and tech-savvy. UCT GSB needed to acquire high-quality prospects for the upcoming academic cycle across the right audiences, with the right message, across Africa to meet the objectives cost-effectively

OUR APPROACH

Conversion Science set up and managed Academic Programme campaigns to generate interest and prospects for seven fields of study across multiple Sub-Saharan countries. With Sponsored Messaging ads, UCT could serve native Message ads and Conversation ads to their target audience through LinkedIn Messaging. These ads were displayed on desktop and mobile devices when members were active on LinkedIn.

THE RESULTS

All campaigns achieved a high open rate with highly effective targeting across locations, fields of study and member job titles. The content of the message articulated the programme offerings, demonstrated the faculty's expertise and thought leadership, and addressed prospective students' key questions and concerns at the time.

93%

average open rate

45%

average lead form completion rate

Darren Ravens

Head of Marketing

“We’ve been working with Conversion Science for over seven years now, and it’s been a really solid partnership throughout. They’ve become an extension of our team in many ways, easy to work with, adaptive and responsive to our evolving needs.

The strongest collaboration has been around performance marketing for the business school’s Academic Programmes and Executive Education short courses.

They’ve run campaigns for us across a range of performance platforms: Google (Paid Search, Discovery and Display Ads), LinkedIn (Conversation, Display Ads) and Lead Generation Campaigns), and Meta (Facebook & Instagram Display Ads) and have always brought a clear, data-driven approach to what they do.

They’ve helped us get more value from our marketing spend, whether it’s through optimising campaigns for better lead quality, identifying opportunities to scale, or testing new channels and formats.
We’ve seen consistently strong lead volumes, and they’ve been instrumental in helping us build a sustainable pipeline over time.

All in all, they’ve been a reliable and valuable partner, and a real pleasure to work with.” 