The human touch
With localized, personal follow-up, a third of new leads became eligible applicants. Without it, 4% did.
The problem
Social ads in South Asia brought in plenty of leads. Left to a standard automated sequence, about 4% of them became eligible applicants. Interest wasn't the problem. Most students were weighing a huge decision alone, and a generic email didn't feel like anyone was on the other end.
The spell
My team built follow-up that felt like a conversation: localized for Bangladesh, Pakistan, and their neighbors, written by people who understood each market, and sent on the channels students already used with the people they trusted, WhatsApp included.
The psychology is simple. A big, scary decision gets easier when someone who sounds like home is walking you through it.
What happened
From December 2024 to March 2025, more than 33% of these leads became eligible applicants, compared with 4% for leads that didn't get personal follow-up. Approvals grew 2.2× in Bangladesh and 1.8× in Pakistan.
Built by MPOWER's South Asia digital team. I led the market strategy; they did the talking, beautifully.