Masai reduced dependence on
Influencer marketing for scaling
Masai's performance came from influencer marketing on Instagram, Twitter and LinkedIn. It did not scale, and growth stagnated. The job: scale performance marketing with cost per booking under control, and creative costs low.
Creative Volume
Masai runs online tech courses. Nobody buys one off an ad; they book a paid slot for Masai's entrance test first, so every ad in this account is bought and judged on test bookings. Masai already ran a large Meta engine with creative arriving from several sources, and Meta funds whatever performs.
6 Months
First 3 months for testing and 3 months scaling.
9 Different Courses
AI & ML, product management, analytics, MBA and more.
3 Languages
Hindi-English, Tamil and Telugu.
~700 Ads made
Each shipped with multiple hooks into the account across the six months.
Growth scaled 5x
in six months.
We partnered with Masai from Dec'25. Since then we've scaled Masai performance marketing engine to nearly five times while sustaining the CAC, and reducing the reliance on expensive influencer marketing.
Creator led performance marketing helped open new audience cohorts for Masai along with predictability on CAC
Our Creative Strategy
Three sources feed the Meta ads, the right creator carries it, and every concept ships with three different hooks as three separate ads. Meta decides which of them survive, and that answer sets the next batch.
Right Creator
We keep the creators who convert and drop the ones who do not. Right face meant who would look as an edtech expert
Hook
Every concept goes out with three different hooks, each as its own ad.
First 3 months went into deciding which are the winning communication angles across different courses and audiences. Next 3 months were spent in scaling it
The Outcome
Even with scaling, the CAC didn't increase. In fact, even at scale we
were able to lower the cost per enrolment by 27%.
Ads
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