AI Education Company in Hong Kong｜Reducing Meta Ad Cost Per Lead by 73%

ROLE

Digital Marketing Specialist

SERVICE

Social Media Marketing

Lead Generation

TOOLS

Overview: Led a strategic advertisement campaign to promote their latest B2C AI summer courses

The company is one of the rising AI educator in Hong Kong providing STEM and AI courses to students. I led a strategic social media marketing campaign to promote their latest B2C AI summer courses, as a part of digital marketing build and revamp. Through data-driven optimization and creative iteration, we achieved significant improvements in lead generation efficiency.

Objective: Generate quality leads and increase brand awareness

Generate high-quality leads for AI courses in the Hong Kong market

Optimize cost per lead while ensuring lead quality remains high

Establish stronger brand presence in the competitive education sector

My Approach

Strategic Platform Selection: Our analysis showed that our target audience - parents aged 30-40 - were highly active on Facebook, making it the optimal platform for our campaign. This demographic typically makes educational decisions for their children and shows strong engagement on Meta platforms.
Psychology-Driven Content Creation: We crafted messaging that directly addressed parents' core motivations. Instead of focusing solely on course features, we tapped into parents' aspirations for their children's success and their desire to provide competitive advantages in education.
Data-Driven Iteration: Our initial approach using straightforward course descriptions which didn’t perform well. Through analysis, we pivoted to content that leveraged FOMO (Fear Of Missing Out) psychology, emphasizing how AI education could give children a competitive edge in their future careers.

Results: Reduced the cost per lead by 73%

HIGHLIGHT OF THE ITERATION PROCESS

Describing Course Benefits → Leveraging FOMO (Fear Of Missing Out) psychology

The strategic pivot from traditional course descriptions to FOMO-driven messaging marked a turning point in campaign performance. By highlighting the evolving landscape of education and career opportunities, we created a sense of urgency among parents. We compared past and present success metrics, showcased the growing importance of STEM skills, and questioned traditional educational approaches.

This psychological trigger resonated strongly with parents who wanted to ensure their children wouldn't miss out on crucial future opportunities. The shift in messaging strategy, combined with compelling data points about employment trends and leadership evolution, significantly improved engagement rates and lead quality.

Best-Performing Ad Copies:

"10年前的學生領袖 VS 現在的領袖"(Student Leaders 10 Years Ago VS Leaders Today)
"過去30年的STEM職業就業率"(STEM Career Employment Rates Over the Past 30 Years)
"還在去補習班？"(Still Going to Traditional Tutorial Centers?)

Note: Full creative visuals available upon request. For a comprehensive walkthrough of the campaign and access to protected visuals, please contact: angelachantk@gmail.com