Client: Mastree (by Unacademy)
Industry: EdTech (Premium online learning for children)
Engagement: Full-Time – Lead Generation & Digital Marketing
Target Markets: India, Middle East, Southeast Asia, Latin America
Background
Mastree by Unacademy was a premium edtech platform offering English and math courses for children, with course pricing ranging from ₹40,000 to ₹2,00,000. The brand aimed to scale lead generation efforts while improving cost efficiency across domestic and global markets. As part of the digital marketing team, the primary focus was on performance-driven lead acquisition.
Objective
To manage and optimize lead generation campaigns across multiple regions, improving lead quality and reducing customer acquisition costs while supporting global expansion efforts.
Key Highlights
- Budget Oversight: Managed a monthly Meta Ads budget of up to ₹3 Crore, ensuring optimal allocation and performance across campaigns.
- Cost Optimization:
- Decreased Cost per Booking (Lead) by 40% in the Indian market through targeted creative strategies and campaign optimizations.
- Reduced Customer Acquisition Cost (CAC) by 60% in Google search campaigns by improving lead relevance and campaign structure.
- Ad Performance:
- Doubled Meta Ads CTR by tailoring creatives and messaging to specific audience segments, enhancing engagement.
- Global Reach: Strategized and executed campaigns in international markets including the Middle East, Southeast Asia, and Latin America, helping the brand expand its footprint.
- Marketing Automation & Reporting:
- Oversaw Email Marketing journeys and WebEngage implementation to nurture leads effectively.
- Generated detailed CAC reports for data-driven decision-making and in-depth performance analysis.
Results
- Improved lead quality while significantly reducing costs, enabling higher ROI across campaigns.
- Enhanced user engagement through audience-specific ad creatives and personalized email journeys.
- Expanded Mastree’s presence in global markets, aligning with its growth objectives.
- Established reporting processes that provided clarity on campaign effectiveness and optimization opportunities.
Conclusion
The project demonstrates how performance marketing, when backed by data-driven optimizations and strategic audience targeting, can drive cost-efficient lead generation at scale. By improving both acquisition efficiency and user engagement, Mastree by Unacademy strengthened its position in the premium edtech space and laid the groundwork for global expansion.