An online course marketing case study covering an independent Spanish tutor, a 10X return on ad spend and four times the qualified enquiries across fifteen months.
Project Summary
Client Overview:
The client teaches Spanish online to students across India. Avikosh Digital ran acquisition from October 2023 to December 2024.
The Challenge
A single-instructor language course competes against free apps at one end and established institutes at the other, with no brand recognition and no institutional credibility to borrow.
The buyer has a specific reason for learning, work, migration, examinations, and generic language-learning advertising speaks to none of them.
With no campus and no accreditation, the only asset available to build on was the instructor himself.
What We Did
Built the positioning around the instructor as the product rather than the course, because that was the one thing competitors could not copy.
Targeted the specific reasons people commit to learning a language rather than general interest in it.
The Results
10X return on ad spend. Built with no brand recognition and no institutional credibility to borrow, on a single instructor competing against free apps at one end and established institutes at the other.
Four times the qualified enquiries. Enquiries from people with a specific reason to commit, work, migration or examinations, rather than general interest in learning a language.
Fifteen months, October 2023 to December 2024. The engagement ran its full course and closed.
Why it works: an independent tutor cannot out-spend an institute. What they have is a person the student can evaluate directly, so the advertising leads with that.
Return On Ad Spend
10
X
Qualified Enquiries
4
X
Months Engagement
15
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