Client Overview: EtonX is a digital education initiative by Eton College, delivering tutor-led and self-paced soft skills training for teens worldwide.
Target audience: Secondary school students + parent buyers
Course value: £229 average paid enrolment
The Challenge: Brand-new learning product category requiring education of the customer
Rapid go-to-market required during COVID lockdowns
Highly varied international audiences with different languages, motivations & culture
Need for highly cost-efficient acquisition to support scale
Results Summary
800+ new student users acquired via paid campaigns £22 CPA vs. £229 avg. course value — highly profitable acquisition Multi-region scale: successful launches across 10 countries Campaigns validated viability for new international markets
What Yay!Starter Did:
18 paid social campaigns across UK, Europe, MENA & Asia Tailored messaging for parents vs. students Localisation by language and cultural context Used paid search + local networks incl. VK, Odnoklassniki, Yandex Continuous optimisation of UX flow and conversion path Platforms activated: Facebook • Instagram • Google Ads • VKontakte • Odnoklassniki • Yandex Direct