Driving 68% Lower CPA at Scale for an Edtech Program
Client
Udacity
Situation
Udacity formulated a 3-organization partnership to give "scholarships" to system-impacted job seekers. Through their skill-based programs for data analysis, digital analytics, marketing, etc. the goal was to help these people achieve high paying jobs. The challenge was in acquiring enough students to fulfill their quote - for which we were brought on board. They also had a 15-page application which was a major bottle-neck for their acquisition goals.
Our Approach
Through our initial assessment. We set a cost target for a $40 CPA - this would mark a significant improvement on their general CPA. We implemented targeted audiences, tailored messaging, and creatives which highlighted pain points for a ~$38 CPA. However, we didn't stop there! Using the momentum, we implemented storytelling videos & targeted student “pain points” which in turn brought our CPA down to ~$13 - which far exceeded expectations.
Impact
Achieved
CPA 68%
below target
~$13 CPA
for Edtech
Filled out Cohort
Added 1200+
new students to program