Education and EdTech

upGrad

upGrad

Campaign creative and performance support for an online higher-education platform.

The Situation

upGrad is a Mumbai-based online higher-education company, founded in 2015, offering degrees, certifications and bootcamps built with university partners. Its audience is working professionals and students weighing a significant commitment of time and money, which makes every message carry a lot of weight.

What We Did

Denion worked on upGrad across Media, Performance and Lifecycle and Creative, Content and Production.

How It Worked

  • We worked from the audience's decision: what a prospective learner needs to believe before enquiring, and which proof points answer it.
  • Campaign creative was built as a system of reusable formats, so new programmes could be launched without starting from a blank page.
  • Paid and lifecycle channels were planned against enquiry quality, with messaging adjusted by programme and audience.

What Changed

Campaign work moved from one-off executions toward a repeatable system. Programme launches became faster to brief and easier to keep consistent, and messaging was better matched to who it was meant for.

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A brief in Education and EdTech

  • Industry: Education and EdTech