Case Study · Higher Education Marketing
Study in India · GMAC
Delivered 24,000+ Leads Across 40+ Countries for Study in India
GMAC brought MarkAge360 in for Study in India in 2018 and kept us on through 2019: two campaign years and $200,000 in media 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.
GMAC first brought us in for Study in India in 2018, then renewed the mandate for 2019. The brief was deliberately big: take "Study in India" to prospective students in 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, two campaign years.
- One destination, 40+ very different demand markets.
- Two campaign years, 2018 and 2019, 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.
Two years. 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.
