New Product Launch | Pre-University Summer Camps
Launched a multi-channel campaign for Pre-University Summer 2024 — a new teen program launched in collaboration with the University of Toronto SCS and the University of British Columbia ExL — spanning online and on-campus formats. The campaign was executed across paid social, paid search, email, website and live events to drive awareness, lead generation, and enrolment for six tech-focused courses.
Building Demand and Launching Registration
Before registration opened, the focus was on creating early demand through a top-of-funnel awareness campaign. Using a mix of paid social (Meta) and paid search (Google), ads directed users to a landing page offering a course catalog download and email sign-up to “be first to know.”
This list-building strategy was a major driver of the launch’s success:
TOF ROAS: 12.5x
TOF CPL: 82.4% lower than goal
Once registration opened, we pivoted to bottom-of-funnel conversion campaigns, layered with weekly nurture emails, events, and targeted outreach through partner universities.
Paid search proved the highest-performing channel during this phase, delivering 8.3–10.4x ROAS and a strong CAC across both partners.
A/B testing across ad imagery/copy, landing page elements and email subject lines/content guided optimizations throughout, and learnings from early TOF performance directly informed BOF strategy.
Turning Insights into Growth
Every experiment informed the next — from behavioural data (click heat-maps, lead attribution, course interest by demographic) to creative testing.
Key insights included:
Paid Search was the top conversion driver, while Meta excelled at awareness.
Organic Search leads converted at 36%, the highest of all channels — underscoring the need for SEO investment for future campaigns.
Events drove minimal revenue but revealed insights into what additional information parents were looking for to make their purchase decisions.
In addition to digital success, the campaign validated that parents (especially women aged 35–54 in top 10% household income) are the key purchase drivers — informing future creative and targeting decisions.
In Conclusion
The Pre-Uni Summer 2024 campaign transformed a new educational product into a seven-figure success within its first year.
Through a full-funnel marketing strategy grounded in behavioural data and creative testing, the launch exceeded every key performance metric — from lead generation to revenue.
By integrating insights across paid, organic, and email channels, we not only optimized in real time but also established a scalable playbook for future university partnerships and youth program launches.