LOCAL CONNECTION - Silver Winner
Real people, Real stories | upGrad

As an Edtech company aiming to improve consideration during a sluggish economic environment upGrad wanted to expand customer base in non-metros - especially in AP and Telangana. upGrad's "Real People, Real Stories" campaign spotlighted their own alumni and success stories - departing from scripted approaches. By using vernacular language films, target frequency and YouTube’s geo-targeting capabilities, upGrad's messaging resonated with their audience in key regional markets helping them create authentic user connections and earning a #1 position in the share of search and an impressive relative lift of 17% in consideration.

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