Overview

HKU (The University of Hong Kong) — one of Hong Kong's oldest and most globally reputed research universities — needed to drive enrollment for its MBA program through paid social.

The one-month campaign ran in September 2024, targeting prospective MBA candidates across Hong Kong.

• Impressions: 1,475,589 · Reach: 1,149,512
• CTR: 1.31% · CPC: 3,268₫
• CPL: 425,336₫ · Landing page views: 11,451

Strategy & Execution

A lead-generation campaign was built around Facebook lead forms and video content, tightly targeted to prospective MBA candidates, with continuous optimization across CPM, frequency, and cost per lead.

The campaign reached more than 1.1 million people across digital channels in a single month.

Results & Impact