Case study
ASA A digital campaign for an international education
The American School of Antananarivo (ASA), known for an educational offer aligned with International Baccalaureate standards, asked Takamoa to build a full-scale digital campaign.
The challenge
The American School of Antananarivo (ASA), known for an educational offer aligned with International Baccalaureate standards, asked Takamoa to build a full-scale digital campaign. The aim: showcase its PYP, MYP and DP programmes, attract new families with strong potential, and consolidate its standing with a local and international audience.
A second major objective was to drive enrolments for the 2025-2026 school year, through an acquisition strategy built in particular around a landing page dedicated to collecting leads.
Our brief was to design a coherent, high-performing three-month strategy able to win over a demanding audience and generate real engagement around ASA.
What we did
To support ASA’s digital acquisition strategy, we ran an ambitious, structured campaign, matched to the school’s academic standards and to its standing as a reference international school. Our task: attract new families, international profiles in particular, while bringing out what makes the ASA experience its own. Four levers carried the campaign.
Targeted content strategy
We built an editorial strategy tailored to speak to demanding families, and in particular to expatriates and international executives living in Antananarivo. Every piece was designed to bring out the three International Baccalaureate programmes (PYP, MYP, DP), underlining their educational values, their international reach and their ability to prepare students for a globalised future.
Immersive audiovisual production
To offer an authentic, immersive experience, we ran a full audiovisual production on the ASA campus. We filmed the students’ day, the teaching interactions, the learning environment and the shared spaces. Interviews with teachers and student testimonies were folded into the material, to give a human, living, inspiring sense of what it means to “live ASA” day to day.
A multi-channel advertising campaign
To generate qualified leads, we ran a multi-channel campaign across Meta, Google Ads and LinkedIn. Precise targeting let us reach high-potential profiles with messages adapted to each surface. That spread of channels maximised the campaign’s reach and caught the attention of a local and international audience at once.
The enrolment landing page
This is where a campaign converts, or doesn’t. For the 2025-2026 intake we designed a dedicated page whose only job is to take a family through to the enrolment form.
Presenting an international educational offer is harder than it looks: the three IB programmes carry acronyms — PYP, MYP, DP — that mean nothing to a parent discovering the school, and a great deal to one already comparing it. The page had to speak to both without losing either. It was therefore written to be clear, reassuring and accessible, and built so that the next step is never ambiguous.
The rest is mechanics: a short journey, the ability to get in touch from the first screen, and nothing that pulls away from the form.
Alongside it, we adjusted the main site to smooth the path for visitors arriving from the campaign.
Results
In three months, the campaign reached more than 500,000 people on Facebook, with LinkedIn visibility multiplied by 10, reflecting a sharp rise in engagement on professional networks.
ASA’s website recorded +95 % new visitors and produced 40 leads through the dedicated landing page.
More than a visibility campaign, the operation let ASA strengthen its image as an international school meeting IB standards, by bringing to light a coherent, multicultural educational world centred on the whole development of the student.
In figures
What the campaign produced
- 500,000+
- People reached on Facebook
- ×10
- LinkedIn visibility
- +95 %
- New visitors to the site
- 40
- Leads through the landing page
In pictures
How it looks
More work
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