Case Study: UpGrad achieves 20% lower cost-per-lead and 2X conversion to enrollment with LinkedIn Marketing Solutions

upGrad combines brand and demand efforts to drive ROI on LinkedIn

upGrad, a Mumbai-based e-learning company, was expanding its program portfolio to meet rising demand but needed stronger brand awareness and trust to attract high-quality enrollments. The challenge was to drive top-of-mind recall and position its “lifelong learning” proposition so prospective learners would engage and convert.

upGrad adopted a two-fold LinkedIn strategy—precision targeting (job titles, skills and workforce insights) plus an “always-on” mix of organic content and sponsored high-performing posts—while continuously optimizing creative, messaging and targeting. The approach boosted visibility and engagement (87% organic follower growth in 60 days), cut cost-per-lead by 20%, doubled lead-to-enrollment rates, increased unique LinkedIn page visitors by 56% and delivered a 2.3x lift in brand mentions.

UpGrad

Rahul Karthikeyan

Head - Digital Marketing