$1B to educate

the World

UDACITY
A Google-X founder's dream.
client profile

International Mission to Democratize Education

About Udacity

Udacity was founded by Sebastian Thrum, the founder of Google X, where some of the world’s most experimentally innovative ideas come to life. The mission is to offer technology courses for free to help educate the next generation of technologists and bridge the skilling gap that most modern tech companies are experiencing.

Our Engagement

Udacity has been launching in various international markets over the last few years. We were selected by the team in Silicon Valley to help with one of its international launches and improve its branding and promote its Nano-degree program.
strategy

Brand & Community Engagement

  • Establish consistent Facebook presence
  • Repurpose USA collateral where possible
  • Amplify brand awareness
  • Establish creative differentiation from competition
  • Drive traffic back to web-site
  • Create vibrant segmented communities
  • Increase sign-ups and paying customers
  • Synchronize social media activity with national PR activity

Community Growth

  • 27,000 users
  • 13 groups, exclusive to paying users
  • 24% referral rate from groups

We took a community approach to spreading the word about each of Udacity’s 13 Nano-degree programs. It was easy to correlate engagement to actual use of Udacity’s programs and turned out to be an effective way to quickly spread the word.

 This approach allowed us to segment the initial users users based on their interests and to serve them appropriate content which would keep engagement high.

Facebook Advertising

  • Built initial follower base at $0.30 per like
  • Drove 100,000+ site clicks at $0.15 per click

We built an active presence on social media, exposed several hundred thousand people to the brand, and ran promotional advertising support campaigns for sales efforts.

For a national launch, much of the advertising needed to be coordinated with PR launches and coordination with other national partners such as Flipkart and Google.

Advertising needed to help fulfill three goals

  • brand awareness
  • awareness of Udacity’s Nanodegree program
  • awareness corporate hiring partners
We were able to rapidly iterate, produce, and create micro-content that could meet all the goals of the launch within a tight two-three day time frame.
 
An interesting challenge we had to overcome was the heavy use of click-farms in our target market. We needed a way to reach actual human beings, even if it meant driving clicks at a higher CPC. Through the use of advanced interest selection and off-platform research, we were able to accomplish very detailed target audience against which we could confidently run ads.
testimonial

The team's dedication and work was exemplary to say the least. The excellent performance would not have been possible without Bansuri Media's help. Thank you for the excellent partnership.​

-Vardhan K., Country Head

Micro-Content Ads

One of the greatest challenges was to understand what content resonates with a new audience. We, nor the client clearly understood this, yet we needed to achieve target metrics that the business wanted to achieve.

Furthermore, we needed to understand how to precisely target the ideal customer using Facebook. The only way to do this was to rapidly iterate through a variety of creatives while sampling different target groups at several geographies.

High-quality micro-content, and some smart targeting helped us achieve our goals.

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a talent for success

We drive growth with a formula that works.

Lean Campaigns First

We lead with a research-driven approach and can run lean campaigns that lower the cost of advertising for our clients and increases ROI.

Fundamentals of Marketing

Because we’ve delivered growth across industries, the insights on what works and what doesn’t are unparalleled. Fundamentals are part of our DNA.

Creative

We think creativity is what will set brands apart in a world where everyone has access to advertising technology.

Data & Analytics

The only way to manufacture success is to understand how to combine numbers and art! We always keep an eye on the numbers.

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