Smarter enrollment pipelines
Multilingual paid media funnels across Southeast Asia delivered 4.1K new course enrollments in the first month at 35% lower cost per lead than the regional benchmark.
Coursera needed to scale enrollments for newly launched short courses across multiple Southeast Asian markets simultaneously, in languages and platforms where their global campaign templates had limited relevance.
0K
Sign ups
In first month
0%
Lower Cost per Lead
Reduced acquisition costs
Rebuilt campaign creative and copy in Bahasa, Thai, and Tagalog rather than translating from English, which had consistently underperformed in previous regional campaigns
Segmented audiences by professional background and career transition intent rather than by course topic
Used performance analytics to identify learners most likely to complete a course and optimized bidding toward that behavioral signal
Built mid-funnel nurture sequences on Meta to recapture high-intent users who had not enrolled in their first session
Market-specific creative, built for each language rather than translated into it, was the single largest driver of cost efficiency across every country in the campaign.
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