From Moonshot to Milestone

Overview

UNITAR International University is a leading private university in Malaysia, recognized for its innovative approach to education and a strong commitment to producing workforce-ready graduates. In a hyper-competitive higher education landscape, they target ambitious undergraduate and postgraduate students seeking a university that bridges the gap between academic theory and real-world application.

The Problem

UNITAR faced a "moonshot" challenge: they set an aggressive target for student acquisition that seemed nearly impossible in a saturated market. Previous campaigns managed by top media agencies had struggled, resulting in ballooning costs and diminishing returns. By mid-2024, acquisition costs were spiraling out of control—with TikTok CPLs hitting RM525 and Facebook reaching RM291—making it difficult to scale spend efficiently without bleeding budget.

The Goal

The objective was to re-engineer the lead generation engine to fuel aggressive enrollment targets. UNITAR needed to drastically increase the volume of qualified leads across Malaysia while simultaneously driving acquisition costs well below industry benchmarks. The ultimate aim was to prove that they could scale ad spend significantly without suffering from CPL inflation.

The Solution

Toggle executed a data-driven, multi-channel performance strategy designed to scale smarter, not just bigger. We implemented a comprehensive "Full-Funnel Messaging Matrix," delivering tailored content—from myth-busting hooks on TikTok to urgency-driven calls-to-action on Google and Meta. By integrating advanced tracking like Facebook CAPI and diversifying channels based on distinct roles (intent vs. storytelling), we optimized algorithmic efficiency and ensured every ringgit spent drove impact.

The Result

We didn't just meet the target; we redefined the baseline for success. From June to September 2025, the campaign generated over 32,000 qualified leads. We successfully reduced the Cost Per Lead (CPL) by a massive 47% year-on-year, despite scaling ad spend to RM4 million. Furthermore, UNITAR dominated the digital space, capturing a staggering 77% of total impressions within the Education & Training category in Malaysia.