International Survey Submission: Digital Lead Generation & Form Completion

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International Survey Submission:

Digital Lead Generation & Form Completion For A Top-Rated UK Research University

The Acumen challenge Utilise social media and online events to coordinate a high-volume survey submission campaign for a UK university seeking responses on sustainable development goals.

Background With our extensive expertise in international lead

survey strategy. The client was seeking survey

research university, to devise an effective digital

the topic of sustainable development goals.

generation, we worked closely with our client, a UK

submissions from participants based in India, on

Survey submission campaign overview


Facebook, Instagram, Google.

Campaign duration 12 weeks

Results snapshot 5,000+ survey submissions achieved.

Our strategy At Acumen, we celebrate integrity, collaboration,

Once the new form was embedded into the

educators and trusted partners. Our digital survey

conversion codes were installed. We also

impact, agility and empowerment for students,

target website, Facebook pixels and Google

campaign was positioned to help the university

created a post-survey completion page on our

receive the volume of survey responses required for the institution to build on its sustainability

agenda. Our survey submission strategy achieved this over several stages: 1.

website to effectively record conversions. 3.

Facebook and Instagram offered the best

with a basic audience persona target built from

campaign optimisation, with the lowest cost

research insights from previous campaigns.

per submission rate (CPL). With CPL as low as

The campaign launched across Facebook,

INR 40 on these channels, we retired the Google

Instagram and Google channels, with a Google

campaign and switched the budget across to

form as the initial tool for survey response


Form optimisation: We quickly identified that the Google form did not effectively record conversions for use with the Facebook

ads manager. As this issue would prevent conversion optimisation, we conducted

research and switched to ‘Form façade’,

a type of survey form which can be easily

was re-launched with the new form and search included. Our results analysis highlighted that

Survey launch: The survey campaign launched


Campaign management: The survey campaign

Facebook and Instagram. 4.

Campaign stabilisation: For the final phase

of the survey lead generation, we sought to

stabilise the campaign on a low CPL. This was

achieved by adding a look-alike audience and taking steps to keep the CPL and submission levels stabilised for the remainder of the campaign.

used in Google forms and website embeds.

Outcome The digital behaviour of the client target audience

help them stay up-to-date with target audience

campaign generated 5,240 submissions and

information they need to help ensure their digital

demographic is rapidly evolving. Our survey

provided our clients with insightful research to

views on sustainability. The university now has the strategies remain relevant.

ACUMEN is committed to helping globally-ambitious university and education partners enter, explore and expand in South Asia, South East Asia, and beyond. We offer a dedicated range of services to drive recruitment, student enrolment, develop strategic partnerships, and research collaboration. As a result, we act as an extension of your brand, by connecting you with the world’s best students, utilising strategic international education opportunities, understanding your ideal market through research and insights, and help mitigate any risks along the way. We operate in over 20 countries, with more than 250 industry practitioners with deep local knowledge and global expertise. We help navigate a competitive education landscape from end to end, while always prioritising your success.

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