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.