DECI

Digital Egypt Cubs Initiative

l effort to promote digital skills among Egypt’s top-performing school students aged 12–17, I helped lead the strategy and execution of a multi-platform performance campaign that filled a major awareness and enrollment gap.
With no prior digital footprint, we built the entire tracking and acquisition funnel from scratch, leveraging Meta, Google, and TikTok to drive qualified traffic and maximize sign-ups.
The result: over 18,000 student registrations, exceeding original targets by more than 6×, while maintaining a highly efficient cost per lead.

Platforms We Used

May 2022 : August 2022

Time period

The Objective

180000

Registration

Egypt

Target market

About DECI

The Digital Egypt Cubs Initiative (DECI) is a visionary program led by the Egyptian Presidency, aiming to prepare the country’s brightest young students for the digital future.
The initiative offers specialized training in advanced fields such as web development, artificial intelligence, cybersecurity, and digital marketing — empowering students aged 12 to 17 with skills beyond their regular academic curriculum.
DECI reflects Egypt’s commitment to fostering a new generation of tech-savvy leaders capable of driving innovation and digital transformation nationwide.

MAIN OBJECTIVES

✅Maximize Registrations
Generate a high volume of qualified student applications through targeted digital campaigns.

✅Enhance Initiative Awareness
Build strong national awareness of DECI as a prestigious and future-focused program.

✅Reach Top-Tier Students
Target high-achieving students across Egypt who demonstrate academic excellence and digital aptitude.

OUR AUDIT

Strengths

DECI had several strong advantages that supported campaign success:
✅ A prestigious government-backed positioning, a unique offering unmatched in the market, a clear national mission, and the attractiveness of providing free world-class digital training to youth.

Challenges

✅ Building brand awareness from scratch within a short time frame.

✅ Effectively communicating the value and prestige of the initiative to both students and parents.

✅ Managing rapid scaling across digital channels while maintaining lead quality.

Opportunities 🚀

✅ High public interest in government-supported educational programs.

✅ Growing national emphasis on digital literacy and future skills.

✅ Limited competition in the space, enabling DECI to quickly dominate awareness and lead generation.

Strategy

✅ Precision Audience Targeting
Targeted academically high-performing students and their parents across Egypt through demographic, interest, and behavioral filters.

✅ Multi-Platform Execution
Activated integrated campaigns across Google Search, Google Display, Meta (Facebook & Instagram), and TikTok to maximize reach.

✅ High-Impact Creative Messaging
Developed emotional, aspirational messaging highlighting national pride, future career potential, and free elite education opportunities.

✅ Real-Time Performance Optimization
Monitored daily results to adjust bids, creatives, and targeting for maximum registration volumes and cost efficiency.

Gallery

Beyond exceeding enrollment targets, the campaign contributed to positioning DECI as a benchmark for digital youth outreach in Egypt — helping connect thousands of students with future-shaping opportunities in tech and innovation.