Multi-Channel Lead Generation for ESCP Europe

01 — Overview

For ESCP Europe Business School — one of Europe’s top-ranked institutions — I developed a multi-channel lead-generation campaign to increase applications for a flagship postgraduate programme. The strategy combined YouTube mid-roll ads, Facebook Lead Ads, and LinkedIn Sponsored Ads to reach prospects at different stages of intent.

02 — What We Built

The campaign launched with a three-channel mix:

• YouTube mid-roll ads for reach and early-stage engagement

• Facebook Lead Ads for quick form fills

• LinkedIn Sponsored Ads to target high-intent professionals

Early results on YouTube were strong, with 120,000+ targeted viewers and engagement rates that exceeded industry benchmarks.

03 — What We Discovered

Three weeks in, a qualitative review revealed two issues:

1. YouTube sentiment — viewers found the ad intrusive, with retargeting frequency too high.

2. Facebook lead quality — two regions generated heavy message volume but zero conversions. Investigation showed the activity wasn’t a genuine programme interest.

04 — How We Pivoted

To protect efficiency and lead quality, I introduced a scoring system and reallocated the budget away from YouTube and Facebook and into LinkedIn, where intent was significantly higher. I then restructured the conversion journey into:
LinkedIn Sponsored Ad → Live Webinar → Q&A Session → Email Nurturing.

04 — The Results

The pivot delivered a strong uplift in lead quality. ESCP Europe achieved a 10% increase in qualified applications compared with the previous intake, strengthening the recruitment pipeline and validating the mid-campaign shift.