Study in Latvia
International Student Attraction
Client’s Objectives
Study in Latvia (studyinlatvia.lv) is the official national platform promoting Latvian higher education to international audiences, representing universities across Latvia. The platform’s mission is to position Latvia as an attractive study destination within Europe, highlighting affordable tuition, English-language programmes, international student community, and EU mobility advantages.
Marketing Angels was engaged to run two consecutive Spring Admission Campaigns targeting prospective students across 7 key markets: Vietnam, Georgia, Ukraine, Italy, Germany, Sweden, and Norway. The core campaign objectives were:
- Drive qualified traffic to studyinlatvia.lv from target markets
- Grow the brand’s presence on Facebook, Instagram, and LinkedIn
- Sustain high engagement with study-related content across all platforms
- Support university enrolment across the spring admission cycle
Challenge
Reaching globally dispersed, education-seeking audiences across seven countries with a single brand required precise multi-channel targeting and culturally resonant creative. The client needed to build brand recognition from a relatively low baseline – a year before the first Spring Admission Campaign, target markets like Georgia, Ukraine, and Germany generated 60-100× less website traffic than during active campaign periods. Demonstrating consistent, scalable growth over time was equally critical.
Our Solution
Marketing Angels designed and executed a full-funnel, multi-platform strategy across both campaigns, combining paid advertising with organic content management.
Meta (Facebook & Instagram)
Simultaneous campaigns targeting post engagement, website traffic, and follower growth. Creative prioritised student testimonial reels and animated videos – the highest-performing format at the lowest cost per result.
Sponsored content targeting prospective students and professionals across all seven markets, covering engagement, website traffic, and follower acquisition. Country-level demographic data guided ongoing optimisation.
Google Ads
Search and Display Network campaigns per target country, with dedicated campaigns for priority markets Vietnam and Georgia. Search CTR exceeded the education industry benchmark of 3.78% in both cycles.
Organic Content
Consistent posting across all three platforms – student stories, programme highlights, scholarship information, and lifestyle content – with reels consistently outperforming static and carousel formats.
Results
Both campaigns delivered above-target performance across every major KPIs, with measurable growth between cycles demonstrating the compounding effect of sustained multi-channel activity.
Spring Admission Campaign 1 — Key Results
Spring Admission Campaign 2 — Key Results
Key Conclusions
Video reels are the strongest creative format for this audience. Across both campaigns, student experience reels generated the highest engagement and lowest cost per result on Meta. This format became the non-negotiable centrepiece of the content strategy.
Sustained multi-channel presence compounds over time. Paid campaigns consistently lifted organic traffic and follower growth – and year-on-year comparisons confirm that brand recognition built in earlier campaigns meaningfully amplified results in subsequent ones.
