A Strategic Approach to Lead Generation

At the heart of the campaign were the “Spotlight Films”—a series of premium, interview-style documentaries profiling exceptional GDST students from diverse backgrounds. These films were crafted to build emotional connections with parents, highlighting the distinctive benefits of a GDST education. From bursary recipients to full-fee students, the films offered an authentic look into life at GDST schools.

Little Dot Studios implemented a full-funnel marketing strategy across YouTube, Google, and Meta, built around three core objectives:

Implementing a Data-Driven Campaign

The campaign began by targeting parents of children in grades 1–11, using precise location-based targeting within a 30 km radius of GDST schools. Custom interest segments captured audiences searching for terms like “private school,” “girls’ schools,” “schools near me,” or interest-based keywords tied to extracurricular activities like “swimming” and “tennis.”

As insights emerged, the strategy evolved:

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

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

Advanced Tracking and Measurement 

To ensure measurable success, the team used UTM tracking links and embedded pixels on landing pages—allowing for school-level attribution. Automation tools like Zapier enabled real-time lead delivery, ensuring fast 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.