During the promotion of this brand, we didn`t use loud hype triggers, such as "after the course you will become a millionaire" and others. In our case, the main organic triggers for attracting clients were:
1 - Reporting the value of learning from a top businessman and other qualified professionals;
2 - Information that the top three students would receive an investment from Vasyl Khmelnitsky;
3 - Free access to the Unit.City community.
Because we didn't use hype communication, even without Khmelnitsky's direct involvement in the creatives, the client received high quality applications that converted into a purchase.
Since the audience was quite narrow, but we constantly needed to scale the flow of clients, we tested and used static creatives, video creatives conveying the value of the business school, and video creatives with reviews. For better customer flow, we tested 10 new creatives every week.