Overview | In 2024, Mundos E, an educational platform offering professional courses across Latin America, launched a social media marketing campaign on Meta (Facebook and Instagram). The goal was to attract higher-quality leads by targeting individuals seeking career advancement or looking for their first formal job. The campaign promoted all of Mundos E’s courses.
Strategy | The campaign used a targeted approach to reach the right audience:
Target Audience: It focused on professionals across Latin America interested in improving their skills, whether to advance in their current roles or secure new jobs. Interest-based and demographic targeting were key, with A/B testing used to refine the audience and optimize performance.
Ad Format: The main format was 15-20 second video ads tailored to the buyer persona of each course. The videos portrayed motivated individuals engaging in tasks related to the course, aiming to inspire the audience by showing them the opportunities they could achieve through education
Creative Concept | The creative concept was built around the idea of inspiration and aspiration. The videos aimed to make the target audience see themselves in these successful, dynamic roles. The characters were relatable, and the scenarios depicted were closely tied to real career opportunities. Animated graphic text highlighted the key benefits of the courses, making the ads both visually appealing and informative.
Results
Lead Generation: A 30% increase in leads compared to previous campaigns.
Cost per Lead: The CPL was maintained between $7 and $8 USD, ensuring cost-effective lead acquisition.
Sales and Revenue: The campaign resulted in 15 enrollments, generating $13,500 USD in revenue.
Return on Investment: With a total lead cost of $3,750 USD, the ROI reached approximately 260%.
