Case studies / DECI
Digital Egypt Cubs Initiative · National youth programme · Egypt · May – Aug 2022
How DECI registered 18,000+ students, six times the original target
A presidential initiative to train Egypt's brightest 12–17-year-olds in digital skills, with no digital footprint. We built the tracking and acquisition funnel from scratch across Meta, Google, YouTube and TikTok.
Engagement closed Aug 2022 · figures as reported at the time
18,000+Student registrationsFour months, all platforms
6×The original targetRegistrations vs plan
4PlatformsMeta, Google, YouTube, TikTok
The case in 30 seconds
The challenge
No awareness, a short window, two audiences (students and parents) and a prestige programme that had to feel attainable.
What we changed
Precision targeting of high-achieving students and their parents, aspirational national messaging, and daily optimisation across four platforms.
The result
18,000+ registrations, six times the target, at an efficient cost per lead.
Our diagnosis
Prestige had to be explained before it could be applied for.
Built from zero: tracking, funnel and message.
- Government-backed prestigeFree elite digital training
- No digital footprintAwareness from scratch
- Two audiencesStudents decide, parents approve
- Short windowEnrolment period, not a season
- Lead qualityTop-tier students only
The opportunity
Student + parent targetingAspirational messagingFour-platform reachDaily optimisation
→Registrations at scaleBefore → After
What actually changed
BeforeAfter
BeforeNo tracking
AfterFull acquisition funnel with events on every step
BeforeOne audience
AfterStudents and parents targeted separately
BeforeAnnouncement creative
AfterNational pride, future careers, free elite education
BeforeOne platform
AfterGoogle Search + Display, Meta, TikTok working together
BeforeWeekly reporting
AfterDaily bid, creative and targeting adjustments
Growth strategy
One growth system. Four connected levers.
01 — Media
Google Search and Display for intent, Meta for reach and parents, TikTok for students.
Reach→Consider→Register
Daily budget moves to the platform with the best cost per registration.
02 — Creative
Emotional, aspirational messaging around national pride and future careers.
Adapted per platform and per audience.
03 — Audience
High-achieving students and their parents, by demographic, interest and behaviour.
Two messages, two decision-makers.
04 — Measurement
Registration tracked end to end from day one.
Cost per registration and registration volume judged daily.
Creative strategy
The creative system
The pieces that did the work, not the whole gallery.
- Format
- Aspiration video · TOF
Why it workedA student's future in tech, framed as national pride, spoke to the parent and the child at once.
- Format
- Parent-facing static · MOF
Why it workedThe prestige and the safety of a presidential programme, written for the parent who approves.
- Format
- Search ad · BOF
Why it workedIntent captured on Google for families already looking for the programme by name.
What we learned
01
Sell to the decision-maker and the approver.
Students registered; parents allowed it. Two messages beat one.
02
Platforms have jobs.
Search captured intent, Meta reached parents, TikTok reached students. Together they beat any one of them scaled alone.
03
Daily optimisation is what a short window needs.
Four months and a fixed target left no room for weekly cycles.
Proof
Documented in the tools
Business impact
The business impact
As reported at the close of the engagement.
18,000+RegistrationsMay – Aug 2022
6×Original targetexceeded
4Platformsintegrated
2Audiencesstudents and parents
Client spend and revenue are confidential; figures are as reported in the campaign's own reporting for the period stated, with sensitive values in the screenshots redacted.
Generating leads but not enough of the right ones?
We rebuild the funnel around lead quality and cost per qualified action, not form fills.
