Why LinkedIn:

  • Professionals on LinkedIn often seek opportunities to grow their careers and become more successful - a perfect setting for upGrad’s ‘lifelong learning’ proposition
  • LinkedIn members are 2x more intent-driven and 1.7x more receptive to ads - an opportunity for upGrad to deliver better engagement with aspirational content
  • LinkedIn’s array of targeting options are an effective way to reach non-traditional learners and nurture them along their decision-making journey


  • Implemented a sophisticated targeting approach with their lead gen campaigns to reach specific job titles, roles, behaviours, and interests
  • Created a healthy balance between their organic content and sponsored posts to reach and nurture net-new prospective learners
  • Embraced an always-on content marketing approach, tailoring content for every stage of the learner's decision-making journey
  • Consistently monitored campaign KPIs and optimized messaging, creatives and targeting to find their sweet-spot


  • 56% increase in unique visitors to upGrad's LinkedIn page 
  • 87% increase in organic following in just 60 days
  • 2.3X lift in brand mentions on LinkedIn
  • 20% decrease in cost-per-lead
  • 2X improvement in the lead-to-enrolment numbers
LMS upGrad Funnel


Founded in 2015, upGrad is India’s largest online higher education company providing programs in Data Science, Technology, Management and Law, to students, working professionals and enterprises. Every program is designed and delivered in collaboration with top universities like the IIT Madras, MICA, NMIMS Global Access, Jindal Global Law School, Duke CE, Deakin University, Liverpool John Moores University and others.

Industry: E-learning
Number of Employees: 501-1000
HQ Location: Mumbai, Maharashtra
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Rahul Karthikeyan
Rahul Karthikeyan
Head - Digital Marketing