How a full-funnel campaign beat target for NUS's new AI Executive Master's
The challenge
The NUS Asian Institute of Digital Finance was launching a brand-new programme: the Executive Master in AI and Digital Transformation, a part-time degree for senior business leaders, built with NUS Computing for the January 2026 intake.
A net-new executive programme has no existing audience to lean on. It needed qualified demand across the region on a defined budget, and it needed honest visibility into what was actually working, not just how many people clicked.
Full-funnel, measured end to end
We ran a multichannel campaign across Google, Meta and LinkedIn, backed by nurture email, with two persona tracks written and designed separately for technical and non-technical leaders. A dedicated campaign microsite carried the offer.
The point of difference was the measurement. We wired tracking from the ad click through to a qualified lead and a started application: form-fills synced straight into HubSpot for follow-up within a day or two, weekly automated reporting, and a monthly dashboard. That let us move budget onto the channels earning it, mid-flight. Meta became the efficiency engine, carrying most of the conversions at a fraction of the cost per acquisition, while LinkedIn did the precise, high-intent work.
Creative built for two audiences
The same programme, spoken to two ways: one track for the technical leader, one for the business leader who wants to apply AI without writing the code. Both ran across Google, Meta and LinkedIn.
The Results
Past target, under budget
Campaign Assets
The Creative Work