Client Overview: A leading European EdTech company, which offers a range of digital courses targeting various segments of learners, sought to improve its marketing strategies using advanced ad targeting on Facebook, Instagram, and TikTok. The company’s goal was to boost student enrollment, engagement, and brand awareness by effectively using their robust first-party data within Salesforce.



  1. Multi-Platform Coordination: The company struggled to synchronize campaigns across different social platforms efficiently.
  2. Audience Targeting: Utilizing first-party data to segment audiences based on specific characteristics and behaviors was challenging.
  3. Content Personalization: There was a need to customize content formats and messaging at different stages of the student journey for various personas.


Solution Implemented: The company integrated Cezium Ads with their Salesforce Marketing Cloud, enabling them to create highly targeted audiences that could be deployed across multiple social platforms.


Strategic Execution:

  • Audience Segmentation and Integration: Using Cezium Ads, the company utilized data from multiple sources, including Salesforce data extensions and ongoing marketing journeys. This allowed for the creation of detailed personas and precise audience segments.
  • Multi-Platform Campaign Management: Cezium Ads facilitated the simultaneous launch and management of customized ad campaigns on Facebook, Instagram, and TikTok. This capability made it easy to compare results across platforms and optimize campaigns in real-time based on specific objectives such as reach, engagement, or brand awareness.
  • Content Strategy Across Student Journey:
    • Awareness Stage (Looking for Learning Paths): Leveraged TikTok and Instagram Stories to introduce dynamic, short-form videos showcasing course highlights and instructor introductions.
    • Consideration Stage (Seeking Alumni Feedback): Utilized Facebook and Instagram posts featuring testimonials and case studies from successful alumni, enhancing credibility and providing social proof.
    • Decision Stage (Enrollment): Deployed targeted carousel ads and Instagram Shop features that allowed direct enrollment from the advertisement.
    • Advocacy Stage (Alumni Advocacy): Encouraged alumni to share their success stories via Facebook Live sessions and TikTok challenges, which were promoted to both current students and prospects.


  • Increased Enrollment: The targeted campaigns resulted in a 35% increase in enrollment over six months.
  • Optimized Ad Spend: By comparing platform performances, the company optimized ad spend, resulting in a 25% decrease in cost per acquisition.
  • Higher Engagement and Brand Awareness: Strategic content placement led to a 40% increase in engagement rates and significantly boosted brand awareness across their target demographic.


Key Insights:

  • Integrated Multi-Source Targeting: The ability to pull data from various Salesforce data extensions and journeys into Cezium Ads provided a comprehensive view of the audience, enhancing targeting precision.
  • Real-Time Campaign Optimization: Continuous performance monitoring across platforms enabled swift adjustments to maximize campaign effectiveness.
  • Content Personalization: Tailoring content formats and messaging according to the student journey stages and individual personas proved crucial in engaging potential students and driving conversions.


Conclusion: This case study demonstrates the power of integrating advanced ad technology with robust first-party data systems like Salesforce. The European EdTech company’s use of Cezium Ads not only streamlined their advertising efforts across multiple social platforms but also allowed for sophisticated targeting and personalization that drove significant improvements in enrollment, engagement, and overall marketing ROI. This strategic approach can serve as a blueprint for similar institutions aiming to enhance their digital marketing effectiveness.


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