The goal of the campaign was to generate leads for a series of specialized Master’s programs. To achieve this, it was necessary to target a specific and concrete buyer persona. 

After analyzing the Master’s programs and considering the buyer persona we needed to target and our client’s aggressive objectives, the following decisions were made: 

• Campaign Duration: The campaign could not last more than 3 months since it takes an average of 6 weeks from the potential buyer’s initial contact to the completion of the conversion. Considering the start dates of the Master’s programs, this was the maximum time allowed for the action. 

• Campaign Budget: The budget was 30,000 euros. We had to allocate the budget across different phases and strategies of the campaign to ensure sufficient investment at crucial moments. 

Strategy Implementation: 

• We decided on the following approach: using the audience segmentation provided by the DSP and through pixel tracking, we targeted users that matched our consumer/buyer persona. 

• Additionally, we used different types of creatives based on two parameters that helped refine our impact strategy: the target audience and the message we wanted to convey with an appropriate CTA (Call to Action).

• We launched campaigns to raise awareness of the Master’s programs among the audience. Once we identified the segments with the highest interest, we launched follow-up campaigns one month later to secure the lead (re-targeting audiences with higher engagement volumes).