User Acquisition Campaigns for an Online Learning Platform

Launched multiple impactful Learning Week campaigns, resulting in the acquisition of over 100,000 additional users annually.
I led the digital marketing strategy for a bi-annual Learning Week, designed to offer free access to our entire course library for a week. This initiative significantly boosted content and lab consumption, leading to 40,000 more signups compared to regular months. Follow-up sales promotions generated substantial revenue.

My role involved setting ad budgets, establishing KPIs, and planning multi-channel promotional activities before each Learning Week. I coordinated with the content team to create compelling promotional emails, ad copies, site banners, landing page content, and YouTube scripts.

To nurture new users, we crafted email sequences detailing daily learning journeys based on their knowledge and goals. We hosted webinars with industry experts throughout the week to enhance engagement and provide added value.

Post-campaign, we ran Google and Meta's conversion optimization ads, focusing on the Learning Week landing page to convert users to paid customers. We tracked user sources and doubled down on effective platforms in subsequent months.

The success of these campaigns highlights the impact of a targeted digital marketing strategy on user acquisition and revenue.