Case Study · Higher Education Marketing
Study in India · GMAC
Delivered 12,000 Leads Across 40+ Countries for Study in India
GMAC's first mandate to MarkAge360: a 90-day, $200,000 global campaign to move prospective students across 40+ countries from awareness of India's leading institutions the IIMs, ISB and beyond to a qualified, programme-ready enquiry.
Sell a destination to the whole world.
Position India as a place to study, and fill the funnel with students who could actually go.
2018 was the year GMAC first brought us in. The brief was deliberately big: take "Study in India" to prospective students across more than 40 countries, and turn global curiosity into enquiries that India's top institutions — the IIMs, ISB and others — would genuinely want. One destination, one budget, one short window.
- One destination, 40+ very different demand markets.
- A fixed three-month flight to build, run and prove the model.
- Measured on relevant leads — not impressions or raw volume.
01 — Mapping student demand across 40+ markets
Reach is easy to buy. The hard part was making every lead a student an IIM or ISB would actually want to hear from.
Growth desk
MarkAge360 · Study in India planning
A purpose-built global media machine.
An audience & data spine
We built the campaign on a Lotame data-management platform — modelling first- and third-party signals into in-market student audiences, segmented by country and study intent before a single rupee of media went out.
Cross-device identity
Tapad stitched each prospect across phone, laptop and tablet, so one student wasn't paid for — or counted — three times, and retargeting followed the person rather than the device.
Programmatic at the top
DSP-led programmatic media buying carried reach across 40+ countries at scale, with creative and bidding tuned market-by-market instead of one global blast.
Search at the moment of intent
Google Ads captured high-intent "study in India" and programme-level queries, catching students exactly when they were researching their next step.
Social + structured retargeting
LinkedIn reached graduate and post-graduate intent; Facebook drove reach and a disciplined retargeting layer that pulled warm prospects back to enquire.
A global affiliate network
More than 30 vetted affiliate partners across regions drove genuinely relevant student traffic on a performance basis — extending into markets paid media alone couldn't reach efficiently.
One campaign. A region won.
MarkAge360’s efforts for integrated higher education marketing with programmatic media buying have resulted in a notable increase in qualified leads generated through performance marketing campaigns.
Associate Director
GMAC · verified review on Clutch
What we ran.
Growth MarketingProgrammaticPaid MediaAffiliateData & Analytics
- Global media strategy & planning
- Programmatic media buying (DSP)
- Lotame DMP audience modelling
- Tapad cross-device identity
- Google Ads — search capture
- LinkedIn & Facebook paid social
- Facebook retargeting layer
- Affiliate programme — 30+ partners
- Behavioural flow tracking
- Per-market creative system
- Landing-page & enquiry funnel
- Weekly performance reallocation
Have a market — or forty — to open up?
If you need qualified demand across borders rather than impressions, we'd love to show you what a purpose-built global media machine could translate to for your brand.
