Digital Growth & Paid Media Case Studies

IMM GRADUATE SCHOOL

— Student Recruitment & Lead Nurturing

An integrated student recruitment programme connecting paid acquisition with CRM-led communication, helping prospective students progress from enquiry through application, payment and registration.

STRATEGY & DELIVERY

Led by Dino Minuzzo as HybridEvolution’s external agency lead, working with IMM’s marketing and sales teams to connect recruitment strategy with campaign delivery. Coordinated specialists across paid acquisition, CRM and content to support the journey from enquiry to registration.
ACQUISITION & CRM

Connected Meta lead generation with Zoho CRM, bringing acquisition and follow-up into one coordinated process. Structured segmentation, lead imports and field mapping to organise prospect information and support relevant communication throughout the recruitment journey.
NURTURE & CONTENT

Developed a 12-track nurture programme using email, SMS, WhatsApp, video and web content. Combined stage-specific copy, testimonials and recruitment films with targeted follow-up for stalled enquiries, lost prospects and future intakes, keeping communication relevant to each prospect’s next step.

OUTCOMES:

1. Established a repeatable acquisition and nurturing process, with communications responding to changes in prospect status.

2. Campaign reporting recorded 29,371 paid-social leads at an average media cost of 4x lower per lead between March 2020 and March 2021.

3. IMM’s marketing intake reporting recorded 4x intake registrations for semester 1 of 2021, with contributions from this programme, Google advertising and IMM’s admissions activity.

LUXITY - META Paid Media Audit & Strategy Consulting

SA's Largest Pre-Owned Luxury Reseller with the largest source of pre-owned luxury handbags, shoes, accessories, watches & clothing in South Africa.

Conducted a short-notice strategic audit of Luxity’s META advertising account with a focus on Advantage+ Catalogue campaigns for luxury buy-and-sell inventory.
Delivered a clear assessment of what was working, where spend efficiency was leaking, and how automation was misaligned with high-value, low-volume luxury audiences.
Provided a practical restructuring framework balancing Advantage+ automation with manual conversion and retargeting campaigns to better support trust, scarcity, and buyer vs seller intent.

OUTCOMES:

Evaluated Advantage+ Catalogue performance and signal quality (Pixel + CAPI).

1. Identified risks of over-expansion and low-intent traffic in luxury resale.

2. Designed a manual conversion and retargeting strategy for high-value buyers and sellers.

3. Recommended funnel-based creative and segmentation to improve CPA and conversion quality.

4. Delivered a clear roadmap of immediate optimisations and next-step tests.

Capsicum Culinary Studio (ADvTECH Group | JSE-listed)

Capsicum Culinary Studio is a centre of excellence in culinary education, internationally accredited qualifications, and global career opportunities helping to unlock the potential and shape your future of those aspiring to ascend the world of culinary arts.

Diagnose and rebuild the paid digital engine supporting lead generation (75%+ of annual student intake). Paid media audit + turnaround across Google Ads (CPC/PPC), DV360, Meta/social, website funnel and CRM/data hygiene.
Audit scorecard, prioritised fix list, measurement and tracking improvements, and a channel + creative roadmap aligned to intake targets.
After the initial Audit (2017) - Appointed to manage the full digital agency portfolio and retained as performance and growth partner across awareness, product visibility and lead generation. Appointed again in Dec. 2023 to Lead Paid Media as their digital Agency.

OUTCOMES:

• Large-scale lead acquisition (Meta + Google): always-on + campaign bursts, cost-per-lead efficiency, lead quality focus. Owned + paid channels

• Full-funnel content and creative delivery: concepts, copy, creative variants, landing/lead-form messaging, ongoing testing. Lead capture and routing workflow

• CRM + data workflow integration: lead capture methodology, field mapping, deduping/validation, source/UTM discipline, and integration into the student management system to support TOFU acquisition, MOFU engagement, and BOFU retargeting/offers/CTAs.

Recruitment Video for Leadgen

This video produced by us end-to-end as part of a META Leadgen Campaign over 12 months generated more than 10000 marketing qualified leads everaging 650-900 leads per month.

CAPSICUM QATAR PROMO

This Promo Video was created for Capsicum Culinary Studio to be used in a collaborative campaign between themselves and Qatar Airlines in a recruitment drive.

AUTODESK SA & AFRICA (Anglo+ Francophone)

Autodesk, Inc. is a leading American multinational software corporation that provides 3D design, engineering, and entertainment software for industries like architecture, construction, manufacturing, and media. Known for products like AutoCAD, Revit, and Maya

OUTCOMES:

As the Digital agency of record for Autodesk South Africa and Sub-Saharan Africa (Anglophone + Francophone), we where delivering always-on B2B demand generation and year-round product launch support across multiple Autodesk product lines.

• Lead generation + launch campaigns (always-on and burst): planning and executing integrated campaigns to drive enquiries, downloads, seminar registrations, and sales appointment bookings—aligned to business objectives, regions, and product priorities.

• Microsite-led campaign architecture: creating product-specific micro-websites as the central conversion hub (messaging, value props, assets, forms, tracking), used to anchor and unify email marketing and paid media activity.

• Paid media execution across Google, Meta, and LinkedIn: full-funnel targeting and optimisation for B2B audiences—promoting offers, webinars/seminars, gated assets, and “book a meeting” CTAs, with ongoing testing and performance reporting.

• Email marketing enablement: campaign messaging, segmentation inputs, and landing-to-email consistency to improve conversion rates from click to lead, and to support nurture sequences around launches and promotions.

• Regional and language adaptation: tailoring creative, messaging, and campaign flows for both Anglophone and Francophone markets to maintain relevance while keeping brand consistency at scale.