Challenge:
ETS wanted to introduce the TOEFL Olympiad in India—a new initiative targeting Gen Z students aspiring to study abroad. The objective: drive mass awareness, create demand, and convert signups in a price-sensitive yet highly digital-first market.

Strategy:
We launched a full-funnel performance campaign that blended cultural relevance with tech-led personalization:

• Meta + Google: Interest & intent targeting to attract high-potential students
• Influencer & Affiliate Ecosystem: Partnered with trusted voices in the education space
• Gamified Campaign Assets: AR-led engagement, digital murals, and study playlists to stay top of mind
• Remarketing & Email Flows: Trigger-based automation to nurture and convert
  ‍

Execution Highlights:

• Multi-platform reach: Meta, YouTube, Google Display, Affiliates, Influencers
• Designed webinars, quizzes, and immersive content tailored for Gen Z learners
• Created regional targeting models to optimize CPL and maximize engagement

Results

💡 100,000+ qualified leads
Built a substantial, engaged Gen Z database across platforms.

📈 10,000+ registrations
Drove TOEFL Olympiad signups with an average CPL of $10–$20.

🎯 Estimated revenue: $2M+
High-intent user journeys contributed to a strong conversion funnel.

💰 ROAS: 11.83x – 23.66x
Strong ROI driven by programmatic remarketing and custom video assets.

This wasn’t just a campaign—
it was a movement to position English proficiency as a gateway to global education, made interactive, inclusive, and unforgettable.