Sector: Education / Leisure (dance school)
Context: Kukumpa Dance School relied mainly on word of mouth and an irregular social media presence, with no structured content or advertising strategy to recruit new students on an ongoing basis.
What Haimaze put in place: dedicated art direction (visual identity, communication tone suited to the world of dance), a photo/video shoot of classes and students to build a library of authentic content, then a regular content strategy on social media paired with student-recruitment ad campaigns. Ad targeting was refined with AI to reach the profiles most likely to enroll (age, neighborhood, interests), rather than broad, poorly qualified reach, the same data-driven methodology the Haimaze team has applied for over 10 years in the US market.
What Changed in Practice
- A professional brand presence aligned with the school’s energy, where communication previously relied on one-off posts
- Content that can be reused on an ongoing basis (class photos/videos) rather than produced one piece at a time
- Better-targeted student-recruitment campaigns thanks to AI, reducing budget spent on low-relevance audiences
Progress Observed Over the First 6 Months
Typical trajectory: a gradual rise in new monthly enrollments, driven by the content library and continuous AI optimization of ad targeting, with a cost per enrollment that falls as the model learns which audiences convert best.
Illustrative figures built from the typical trajectory observed for this type of engagement (exact analytics data not retained).
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