60,000+ new users for a global higher ed tech platform entering U.S. campuses

StuDocu is a global study materials platform used by 6 million students worldwide, founded in Amsterdam. In late 2021, they ran a seven-week campaign to establish a footprint on 20 U.S. university campuses — November 3 through December 23, timed to the end-of-semester push.

The legitimacy problem

Some online study platforms had made headlines for enabling academic dishonesty. That reputation — even for platforms that didn't deserve it — created a trust barrier. Student acquisition required messaging that addressed the concern directly, not just promoted the product.

We built three student personas: The Competitor (athlete or club leader making up study time), The Worker (part-time student managing external job responsibilities), and The Dean's Lister (high achiever who uses every tool available). Each persona got targeted creative that spoke to their specific context.

Campus-specific channel mix

Programmatic display and paid social (Facebook, Instagram, TikTok) handled broad reach with geographic targeting by campus zip code. QR code campaigns at local bars on five campuses added an on-the-ground activation layer. Gen Z brand ambassadors drove peer-to-peer credibility that digital alone couldn't replicate.

Quality signals, not just volume

The 60,000+ new user number matters — but so does the 7% increase in session length and 8% increase in sessions over three minutes. Students weren't just landing and leaving; they were engaging with the platform. Acquisition that doesn't produce active users isn't worth the spend.