the problem
Where it stood
Mentor Hub had a cohort to fill and one polished brand video that nobody watched to the end. Previous launches leaned on the founder's own audience; this one had to work on cold traffic.
what we did
Three moves
- 01
Built a hook library from student calls
Opening lines pulled from onboarding conversations and objections, scripted into UGC-style videos with real students.
- 02
Tested creative in batches
A full batch live at once, judged on hold rate and cost per application. The winner was a phone-shot student testimonial, not the studio piece.
- 03
Nurtured applicants by email
A five-email sequence — proof, curriculum, objections, deadline — carried applicants from interest to payment.
the result
Where it landed
The cohort sold out before the deadline at 5.1× return on ad spend, and the winning creative is still running for the next intake.