How we cut down acquisition costs by 3 using UGC ads

Case Study: EEDN - Upskilling to Success

How we cut down acquisition costs by 3 using UGC ads

Context

EEDN stands as a beacon for employees seeking to enhance their skills and secure positions in the digital realm, be it as developers, designers, or other tech-centric roles. Despite offering a transformative educational experience, EEDN faced challenges in streamlining its marketing expenditure while ensuring the leads acquired were of the highest quality. The dual objective of reducing costs and enhancing lead quality brought them to our doorstep, seeking innovative solutions to these pressing issues.

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Our Approach

To tackle the challenges head-on, we deployed a trio of strategic growth levers designed to optimize EEDN’s marketing efficiency and lead quality:

• UGC-Based Ads: Recognizing the power of authenticity and relatability, we pioneered the creation of User Generated Content (UGC) ads featuring actors. These ads didn't just serve their primary marketing purpose; they resonated with the audience on a personal level, leading to significant organic traction and viral spread. This innovative approach not only slashed acquisition costs by a third but also enriched the pool of leads with genuinely interested candidates.

• Video Sales Letter Funnel (VSL): We introduced a meticulously crafted Video Sales Letter funnel to further qualify and pre-warm prospects. This funnel leveraged compelling storytelling and targeted messaging to engage potential students, ensuring that by the time they reached the sales team, they were well-informed and eager to enroll.

• Systematized Sales Process: We transformed EEDN's sales approach into an application-based process. Prospective students were required to articulate why they should be considered for admission, adding an additional layer of qualification. This method not only streamlined the sales process but also ensured that only the most motivated and committed candidates advanced, thereby increasing the likelihood of conversion and success.

The Outcome

The strategic implementation of these growth levers yielded remarkable results for EEDN:

• Reduced Acquisition Costs: Through the viral UGC-based ads, we managed to cut down the acquisition costs by a factor of 3, significantly improving the efficiency of marketing spend.
• Enhanced Lead Quality: The combined effect of the VSL funnel and the systematized sales process ensured that EEDN received more qualified leads than ever before.
• Increased Conversion Rates: With more qualified leads and an optimized sales process, EEDN saw a notable increase in conversion rates.
• Projected Revenue Growth: These strategic changes have set EEDN on a trajectory to hit $200K per month, a testament to the effectiveness of the approach in addressing their initial challenges.

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