Education, Performance Media
More international applications, at half the acquisition cost
DSU International needed to grow its international-student application volume while cutting the cost of acquiring each one, year over year.
The idea
Refocus targeting on the specific overseas markets and audiences most likely to actually apply, then let a full year of application data keep sharpening where budget went.
Execution
- Focused targeting on the overseas markets converting best rather than spreading spend broadly
- Localised creative for the highest-intent international audiences
- Improved the international application funnel to cut drop-off
- Reallocated spend year over year against cost-per-acquisition data
Scope
- International audience targeting
- Market-specific creative optimisation
- Application funnel improvement
- Year-over-year cost-per-acquisition optimisation
7%
Increase in applications, year on year (2025–26)
50%
Drop in customer acquisition cost, year on year (2025–26)
