Case Study
How we worked* with Coding Ninjas to drive course enrolments, reach 1M+ learners, and build brand authority through influencer marketing, performance ads, and content-led campaigns.
Coding Ninjas is one of India's most recognised online coding education platforms, offering courses in data structures, algorithms, full-stack development, data science, machine learning, and competitive programming. Founded with the vision of making quality computer science education accessible, Coding Ninjas has trained over a million learners and counts students from IITs, NITs, and top engineering colleges among its community.
The platform offers self-paced and mentor-led programs, mock interviews, career placement support, and coding contests — making it a one-stop destination for students looking to break into top tech companies. With increasing competition in the EdTech space post-2022, growing organic reach and improving paid acquisition efficiency became critical business priorities.
Post-2022 EdTech consolidation meant paid acquisition costs had significantly increased. Scaling enrolments required finding more cost-efficient channels.
Young coders increasingly rely on peer recommendations and content creators — not just brand ads — when choosing an upskilling platform.
Standing out in a crowded space of coding bootcamps, YouTube tutorials, and competing platforms required a distinct and compelling content identity.
Top-of-funnel reach was not effectively converting to course sign-ups — the mid and lower funnel needed a strategic overhaul.
We built a full-funnel growth strategy combining influencer marketing, content-led performance ads, and community engagement to reduce CAC while scaling enrolments.
We identified and onboarded 40+ tech content creators on Instagram, YouTube Shorts, and LinkedIn — ranging from micro-influencers (10K–100K) to mid-tier creators (100K–500K). Creators produced authentic coding journey reels, "day in the life of a Coding Ninjas student" content, and product review videos that drove massive organic reach to a highly relevant audience.
Top-performing influencer content was whitelisted and amplified via Meta and Google performance campaigns. This approach leveraged the social proof of real creators combined with the precision targeting of paid ads — significantly improving CTR and reducing CPC compared to traditional brand creatives.
We built granular retargeting funnels targeting users who had engaged with influencer content, visited course pages, or abandoned the checkout. Personalised ad sequences showcasing course outcomes, placement testimonials, and EMI affordability offers drove enrolments from warm audiences at a fraction of cold audience acquisition cost.
Student success stories, placement announcements, and coding challenge reels were amplified across platforms — building a virtuous loop where existing students became brand advocates, organically lowering future acquisition costs.
Full-service tech influencer identification, vetting, briefing, content review, and campaign management across Instagram, YouTube Shorts, and LinkedIn.
Meta Ads and Google Ads campaign setup, A/B testing of creatives (influencer vs. brand), audience segmentation, and ROI optimisation.
Multi-step retargeting sequences for warm audiences — course page visitors, video viewers, and cart abandoners — with personalised creatives at each stage.
Consistent organic social content across platforms amplifying student success stories, placement results, and coding challenge campaigns.
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