The client
UNED is a Spanish public university, a benchmark in distance learning. They entrusted us with the launch of their new Modular Program in Tourism and Leisure Management, with the aim of attracting students from scratch.
The challenge
Launching a new training program from scratch implies facing several key challenges. UNED needed to attract students without a previous base of interested parties, clearly communicate the value of a modular program designed for diverse profiles and optimize every euro invested in recruitment. In addition, a demanding objective was set: to keep the cost per lead below €49 to ensure the profitability of the edition. All this had to be achieved within a limited timeframe and with a well-honed digital strategy.
How we did it
We designed a 360º digital strategy focused on conversion. We started by developing a landing page with a very clear focus on lead acquisition: optimized forms, modular structure clearly explained, testimonials, video presentation of the master’s director and calls to action visible at all times.
In parallel, we activated paid campaigns in Google Ads (PMax and SEM search) to capture qualified traffic, and in Meta Ads (Facebook and Instagram) combining prospecting with remarketing. The latter was key to close leads from users who had already shown previous interest.
We reinforced conversion with an email marketing strategy in the last phase, and enabled WhatsApp Business as a direct contact channel to resolve doubts in real time without being invasive. In addition, we work on the organic presence in social networks, renewing the design and aligning the content with the interests of the target audience.
Results
Launching the program from scratch beat the target, with a cost per lead well below the set limit:
- +1.8 million impressions in digital campaigns.
- 25,738 clicks generated from Google and Meta.
- Total average CPL: €12.12, well below the €49 target.
- Closing conversions with Facebook remarketing: €20.3 per lead.
- Direct impact on the enrolment of 24 new students, meeting the launch objective.
"Thanks to a comprehensive and well-executed digital strategy, we were able to engage and enroll the program's first students from scratch."
