We delivered 558 qualified leads for enrollment season
CHARTERHOUSE LAGOS
OVERVIEW
Charterhouse Lagos, part of the Charterhouse family of schools, is a British international boarding school offering world-class education in Nigeria. Established to provide students with a globally recognised curriculum while celebrating their Nigerian heritage, the school prepares young people for success in an increasingly connected world without losing sight of where they come from.
CLIENT
Charterhouse Lagos
YEAR
2025
WHAT WE DID
Social Media Strategy, Content Creation & Lead Generation
RESULTS
558 leads (279% over target) | 8M+ impressions | 100% engagement increase
YOU'RE ASKING PARENTS TO TRUST YOU WITH THE MOST IMPORTANT DECISION THEY'LL MAKE ALL YEAR. MAYBE THE MOST IMPORTANT DECISION OF THEIR CHILD'S LIFE.
THE CHALLENGE
When Charterhouse Lagos came to us, they needed 200 qualified leads in three months. They're a British boarding school with a Lagos campus, and while the name carries weight, it also raises questions. Nigerian parents wanted to know: will my child thrive here, or will they spend years trying to fit into someone else's idea of excellence?
First, we had to understand who we were really talking to. Not "affluent Nigerian parents" as some demographic category. Real people making a life changing decision for their kids. We conducted a deep-dive strategy to understand how and why parents make decisions about which school best meets their needs. This involved thorough social media listening, competitor analysis, and an extensive data review.
What we found: parents were buying peace of mind. They wanted their children prepared for a global world without being alienated from their own culture. The fear underneath every question was the same: will my child lose themselves here?
THE STRATEGY WAS STORYTELLING ROOTED IN SPECIFICITY.
THE SOLUTION
We weren't going to win by shouting about world-class curriculum and centuries of tradition. Every international school in Lagos says that. Instead, we focused on showing Nigerian students actually learning, leading, and living at Charterhouse.
The paid media strategy was aggressive but precise. We targeted affluent neighbourhoods in Nigeria, layered behavioural data on top of geographic targeting, and built lookalike audiences from the school's existing families. Then we let the content do what great content does: convert attention into action.
Three months later: 558 leads against a target of 200.
The campaign generated 8 million impressions, which meant we owned the conversation in premium education that quarter. Engagement doubled across platforms. And the school's admissions team told us these were the highest quality leads they'd seen in years.
You're asking parents to trust you with the most important decision they'll make all year. When you answer the real question they're asking, they say yes.
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