1
Goals
- Generate verified course sign-ups.
- Reach early-career professionals.
- Lower cost per lead.
7.4M+ reach in 45 days2.9% CTR from career creator content
Performance at a glance
7.4M+
Total reach
2.9%
Click-through rate
34%
Lower cost per lead
48%
Of sign-ups from career-switch stories
The story
2
Strategy
- Career, tech and finance creators were matched by Popbrain.
- 'How I upskilled' stories and course walkthroughs.
- Lead forms tracked per creator.
3
Key insights
- Personal career stories beat generic course ads.
- Weekend posts drove the highest sign-up rates.
4
Optimisation
Popbrain kept improving performance through the campaign by:
- Scaling the top 20% of high-converting creators.
- Pausing low-CTR placements.
- Rotating creatives every 4–5 days.
- Shifting budget towards the best-performing audiences.
5
Result
Career creators turned learning goals into verified sign-ups at a lower cost per lead.
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