A Strategic Approach to Lead Generation

The campaign centered on creating and distributing ‘Spotlight Films’, a series of premium, interview-style documentaries profiling gifted GDST students from different backgrounds. These films were designed to create emotional connections with parents; showing the unique aspects and benefits of GDST education. From bursary students to fee-paying students, the films offered an authentic view into the GDST experience.
Little Dot implemented a full-funnel marketing strategy across YouTube, Google, and Meta, focusing on three core objectives:

Implementing a Data-Driven Campaign

The campaign began by targeting parents of children in Years 1-11, using precise location-based targeting within a 30KM radius of GDST schools. Custom interest segments captured parents searching for terms like ‘Private School’, ‘Girls Schools’, and ‘Schools Near Me’, or interest-based terms around key school subjects and activities such as ‘swimming’ or ‘tennis’.

The strategy evolved to address key insights:

1. Cross-School Interest: Analysis revealed that parents targeted by location often showed interest in schools outside their region.
2. Efficient Grouping: Schools were grouped into ‘London’ and ‘National’ categories to improve efficiency, rotating Spotlight Films every four months.

3. Platform Optimisation: YouTube’s focus shifted from in-feed to in-stream ads, prioritising clicks over views. Paid search campaigns expanded to 14 locations across England and Wales.

The Little Dot team also conducted A/B testing, comparing direct links to GDST’s website with lead generation forms embedded in Meta and YouTube ads. Retargeting efforts used shorter versions of the Spotlight Films, featuring clear calls to action, to re-engage parents who had interacted with the content.

Advanced Tracking and Measurement 

To measure success, LDS employed UTM tracking links and embedded pixels on landing pages, enabling granular analysis of which schools benefited from the campaign. Automation tools like Zapier streamlined lead delivery, ensuring quick follow-ups with prospective parents.

A Multi-Platform Success Story

The digital campaign’s effectiveness extended beyond online platforms. GDST repurposed Spotlight Films for above-the-line marketing, including TV commercials during high-profile events such as The Lionesses’ matches and Pride of Britain, as well as cinema ads and shopping center billboards. This integration amplified the reach and impact of the campaign, solidifying GDST’s position as a leader in girls’ education.