Driving Enrolment-Ready Student Leads For UK Pathway Programs
dau partnered with Oxford International to drive enrolment-ready student leads for UK pathway programs through performance-led paid media. The approach focused on intent alignment, cultural relevance, and cost efficiency in a competitive international education market.
Project Overview
About The Brand
Campaign Objective
Acquire high-intent student leads while maintaining cost efficiency and enrolment readiness across key international markets.
Campaigns Executed
Meta Lead Generation Campaigns
Creative Testing (Reels, Statics & Carousels)
Audience Retargeting
Conversion-Focused Optimisation
The Advertising Environment
Grow Indigo operates in a performance-sensitive agricultural category where:
Highly competitive international education landscape
Diverse intent levels across awareness to enrolment
Lead quality critical for admissions outcomes
How dau Approached the Campaign
Key Strategic Elements
- 1High-intent audience targeting in priority geographies
- 2Funnel-aligned messaging across awareness and conversion stages
- 3Platform-native creative formats optimised for mobile behaviour
- 4Cultural adaptation to strengthen engagement and trust
Execution & Optimisation Framework
- 5Continuous A/B testing across creatives, copy, and CTAs
- 6Budget redistribution based on CPL and intent signals
- 7Audience refinement based on engagement thresholds
- 8Ongoing performance monitoring to protect cost efficiency
Performance Outcomes
1222% Increase
Total Leads
1.5%
Average CTR
£0.67
Cost per Lead
Why This Strategy Worked
Intent-led targeting improved enrolment readiness
Creative testing refined conversion signals
Funnel discipline strengthened lead quality
Cost controls ensured scalable acquisition
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