TOFUAwareness · goal: capture a lead we can nurture

Are you wired for data?

The visitor's question: "Could I do a data job?"

Campaign brief

Who, where, and what we want

Persona: Working Adult / Working Transferee; 22–35, working in BPO, admin or sales, NCR and CALABARZON. Earns, but has hit a ceiling without a degree.
Who decides: Themselves (sometimes a spouse)
Job to be done: "When I see tech jobs paying more than mine, help me find out if I could actually do one before I commit years and money."
Channel: Meta (Reels, Feed) and TikTok; Ages 22–35 · interests: Excel, BPO careers, career growth · NCR, CALABARZON, Central Luzon · lookalike of enrolled working students
Our objective: Qualified leads with work status and prior college filled in, at a lower cost per enrolled student than today's paid ads.
Quiz: Data Fit Check: 6 questions, 2 interstitials; Lead form required before the result · fields: firstName, lastName, email

Step 1

The user journey, and where the quiz appears

Quiz access
1 · Channel
Sees the ad
Scrolling Reels after a shift. The hook is a challenge, not a degree pitch.
Access: Ad CTA: Take the quiz
2 · Quiz
Quiz landing page
/fit/data: no site nav, one job. Q1 appears immediately, no intro wall.
3 · Quiz
6 questions, 2 interstitials
Workday scenarios. Proof screen after 'I work'.
4 · Lead form
Lead form
First name, last name, email, before the result.
5 · Result
Data Fit result
Fit level, 4 roles with salary ranges, program link.
Quiz access
6 · Nurture
7-day nurture
Result by email → student story → 'Can you study while working?' quiz.
Access: Email link to the next quiz
7 · Conversion
Inquiry → application
Advisor call for 'this December' leads; the rest keep nurturing.

Scroll sideways on small screens. Red cards are where a visitor can reach a quiz.

Step 2

Try it: from the placement to the result

The phone starts at the placement (step 1 of the journey). Answer the questions; the panel on the right explains each screen and shows the lead record and events the quiz produces. The lead form uses sample details; nothing is sent anywhere.

Placement Meta ad (Feed / Reels)

Mapúa Malayan Digital College

Goal and metrics

Metric	Target	Baseline	Why it matters
PRIMARYLead capture (starts → form submitted)	≥ 35%	Interact benchmark 40.1%; courses 44.9%	Proves the result is worth an email.
Quiz start rate (landing → Q1 answered)	≥ 60%	New metric	Q1 is on the landing page, so starting is one tap.
Lead → application in 30 days	≥ 8%	Paid ads today: ~6% in 90 days	Tests whether quiz leads are better leads.
Students per 1,000 leads	≥ 10	Meta 7.5 · Google 3.9	The number that justifies the campaign.

Targets are proposals for a first 8-week flight, to be reset after the first 1,000 quiz starts.

Guardrails

Things that must not get worse while we chase the primary metric.

Share of leads with work status and prior college filled (target 95%+)
Unsubscribe rate on the nurture under 2%
Cost per enrolled student vs current Meta always-on

Step 4

After the result

Nurture sequence

Day 0
Your Data Fit result + roles and salary ranges
Day 2
Student story: from customer support to data analyst
Day 5
Quiz invite: Can you study while working?
Day 10
Next term starts early December: talk to an advisor

New data on every lead

Fields today's lead form doesn't collect. They feed admissions, the nurture, and the C360 models.

Work_StatusEmployer_TypeSkill_SheetsPrior_CollegeStart_HorizonQuiz_Outcome