The goal for Sikkim-Manipal University of Distance Education was to establish a special purpose vertical to improve yield per $ spent in digital for the country’s largest private sector university in size and spends. AB testing lead to the discovery that the 3D treatment increase CTR by 0.7%. A little-used centre-form landing page increased traffic-to-lead ratio by 2%. We engage and support existing students to make sure they do not drop out – as that was one of the challenges faced by the university. Students were engaged to important aspects of the university via a mascot called Eddie. Their anytime anywhere learning was promoted. We also covered other business units of Manipal such as Global Next for who we did an exciting series of posters featured here. Topical posts were of course included in addition to special actions like a Youtube takeover which gave us 500 leads in a day and sizeable brand impact. We managed to optimize effectiveness of the creative through incremental discovery. Increase in click-to-lead ratio from 7 to 11% and also increased CTR by 1%.