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Partnership with LinkedIn to increase the number of students


Client: OBS Business School - Planeta  |    OVERVIEW    |    CHALLENGE    |    SOLUTION

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New Linkedin strategy to increase the volume of qualitative leads for OBS Business School - Planeta Formación y Universidades


OBS Business School was established in 2006 within Grupo Planeta Formación y Universidades as the first business school in the world to offer 100% online classes in Spanish, offering MBAs and Masters to future business leaders.

It has trained more than 33,000 students from 80 different countries. It is also the first online business school to receive the QS Stars 'outstanding' rating in the QS Stars University Ratings. OBS Business School has also been accredited by the EFMD online course certification system, the international quality benchmark for online courses. The business school is also listed in The Financial Times MBA rankings.

In addition, it collaborates with the University of Barcelona, an institution with more than 560 years of history and the leading public university in Spain.

In order to build a qualitative lead generation channel, Adsmurai proposed a new platform to incorporate in their campaigns, Linkedin, and the results were a success.


Increase in lead volume


Conversion to average enrollment


Average CTR


Quality lead acquisition


OBS Business School - Grupo Planeta Formación y Universidades needed to build a quality lead generation channel to improve course enrollment conversions.

Because of its quality and simplicity, LinkedIn sponsored content and InMail campaigns were used for the Latin American market. These options allowed OBS to maximize the quality of the leads.

Through these two solutions, the target students for each program were identified and the most relevant audience for the school was defined. Communications (creative and messaging) were then conducted in accordance with the platform's best practices. 

"LinkedIn is a tool that allowed us to segment much more specifically and address the needs that the client had, as well as the education sector in general. The quality of the lead improved considerably with the help of our LinkedIn campaigns".


- Héctor Pérez, LinkedIn Specialist at Adsmurai

Promotional image for OBS Business School - Planeta
Promotional image for OBS Business School - Planeta


Significant increase in lead volume


The LinkedIn campaign helped generate higher quality leads thanks to its segmentation potential and ability to reach users interested in the product. LinkedIn, OBS - Grupo Planeta Formación y Universidades and Adsmurai managed to connect the school's offer with a quality audience, ready to convert.

The results obtained with the campaign on LinkedIn were very satisfactory in terms of volume of leads, conversions and CTR.

  • +289% in lead volume.

  • Conversion to enrollment with an average of 4% during 2022.

  • CTR increase to an average of 1.96% in 2022 thanks to OBS' increased presence on LinkedIn.

"Working together with LinkedIn and segmentation tools allowed us to impact quality potential audiences that convert and evidence a success story in the education vertical".


- Paola Ferro, Account Manager at Adsmurai

At OBS Business School we are very satisfied and look forward to LinkedIn becoming a business partner. LinkedIn is accompanying us during a process of growth, qualification and improvement of results, so we will continue to open more markets with LinkedIn.
Elías Misael Donoso
Head of Digital Marketing at Planeta Formación y Universidades

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