Case studies / Localized
Localized · Global career platform · Worldwide · May – Jun 2022
How Localized registered 3,000+ students in six weeks, on one channel
A mission-driven career platform with no performance data, a short window and a small budget. Tracking first, then hyper-relevant student messaging, then rapid testing.
Engagement closed Jun 2022 · figures as reported at the time
3,000+RegistrationsSix weeks, Meta
18%Visit → registration rate3,000+ registrations from 17,000+ landing page visits
17,000+Landing page visitsMeta-reported
The case in 30 seconds
The challenge
No historical data, a tight budget, a short timeline, and a global platform that had to feel local to students.
What we changed
Fix the sign-up flow and tracking first, speak to students' aspirations, and test formats and angles in parallel with 48–72-hour kill rules.
The result
3,000+ registrations in six weeks and a model the client could scale.
Our diagnosis
No data, no time, no room to waste.
The sprint was designed before the first ad went live.
- A clear, emotional missionGlobal exposure for young talent
- No performance historyTargeting from scratch
- Short window, small budgetLittle room to iterate
- Global-to-local gapStudents needed it to feel relevant to them
- Friction in sign-upLanding page and flow untested on mobile
The opportunity
Pixel + UTM trackingSign-up flow fixesAspiration-led messagingParallel testing
→Registrations at a fraction of the category normBefore → After
What actually changed
BeforeAfter
BeforeUntracked landing page
AfterFull Pixel events and UTM attribution
BeforePlatform-first messaging
AfterStudent aspiration: careers, mentors, global exposure
BeforeOne creative
AfterVideos vs carousels vs copy angles tested in parallel
BeforeWait and see
AfterUnderperformers paused within 48–72 hours
BeforeAwareness spend
AfterRetargeting of landing-page visitors to convert
Growth strategy
One growth system. Four connected levers.
01 — Media
Broad interest awareness, video and content engagement, then retargeting of landing-page visitors and high-intent audiences.
Awareness→Engagement→Conversion
Winners scaled within days.
02 — Creative
Messaging built around global exposure, mentors and opportunities beyond traditional education.
Emotional and social appeal did the targeting.
03 — Speed
Multiple ad sets launched in parallel; 48–72-hour decisions.
No time for a slow learning phase.
04 — Measurement
Landing page speed and sign-up flow fixed before launch; Pixel events mapped.
Cost per registration judged every set daily.
Creative strategy
The creative system
The pieces that did the work, not the whole gallery.
- Format
- Aspiration video · TOF
Why it workedStudents saw their future job, not a platform feature: that is what made a global brand feel local.
- Format
- Carousel · MOF
Why it workedMentors, live sessions and job matching in three cards, for people who had engaged but not registered.
- Format
- Retargeting static · BOF
Why it workedOne clear reason to finish the sign-up, for landing-page visitors.
What we learned
01
Tracking is the first creative decision.
Without clean events there was no way to kill losers in 48 hours, and killing losers fast was the whole strategy.
02
Speak to the outcome, not the product.
'Your first global job' outperformed anything about features.
03
Parallel beats sequential when time is short.
Testing formats and angles at once found the winner in days instead of weeks.
Proof
Documented in the tools
Business impact
The business impact
As reported at the close of the engagement.
3,000+Registrations6 weeks
18%Visit → registration rateMeta-reported
17,000+Landing page visitsMeta
950K+Reach & engagementMeta
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.
I was fully impressed with everything you put together, your responsiveness and the quick setup. It wasn't a ton of time but you really did an excellent job.
Generating leads but not enough of the right ones?
We rebuild the funnel around lead quality and cost per qualified action, not form fills.
