EF Educational Tours

The objective

Scaling meaningful travel experiences through automation

EF Educational Tours wanted to make immersive learning through travel more accessible, but scaling lead generation campaigns efficiently while maintaining quality was a challenge. They needed a performance-driven solution to reach educators with relevant messaging, all while minimizing manual effort and lowering cost per lead (CPL).

EF Educational Tours partners with educators to take students beyond the classroom on immersive international travel programs, delivering educational experiences powered by a proven learning method designed to build essential skills like curiosity and communication. For over 55 years, EF has been working to keep minds and the worldwide open by designing tours that help educators teach and students learn more—about tolerance, other perspectives, and themselves.

Rooted in language learning and cultural exchange, EF’s mission to provide immersive, life-changing education has remained the same. Their tours are where learning meets life, giving students firsthand experience of the world and unlocking the kind of personal growth that prepares them for their futures. By putting people at the center of everything they do, the team at EF Educational Tours makes understanding come alive, because a meaningful travel experience starts with whoever is showing the way forward.

The solution

Harnessing the power of TikTok's suite of performance and creative solutions

With CPL efficiency as a key metric for success, EF Educational Tours turned to Smart+, TikTok's automated performance solution. With Smart+, the brand was able to find new customers faster with AI-enhanced targeting. With more streamlined campaign setups, they were also able to spend more time focusing on strategic decisions vs. execution.

EF Educational Tours also tapped into TikTok's creative solution Creator Content at Scale (CCAS) through TikTok One. This program allowed EF Educational Tours the ability to receive a high volume of creator-led content built for TikTok at no hard cost to their business and without using internal resources. Creative can account for 50% of a campaign's performance on TikTok, so by utilizing TikTok-first content, the brand set themselves up for success. Finally, EF Educational Tours utilized Logic Setting 2.0 on their TikTok Instant Forms to create dynamic and personalized user journeys, enhancing user engagement and lead quality. By strategically applying Logic Settings, they tailored the form experience based on user responses, qualifying leads more effectively and streamlining the data collection processes.

The results

Maximizing lead generation at scale

By combining Smart+, high quality creator-led videos (Creator Content at Scale), and a personalized instant form experience (Logic Setting 2.0), EF Educational Tours significantly improved their lead generation outcomes, achieving a 90.25% lower CPL and 1,525% more leads. The brand was able to harness the power of TikTok and achieve their goal of generating efficient leads on the platform.

For other education, travel, and high-intent brands looking to scale quality lead generation, EF Educational Tours' success is a true testament of how TikTok's solutions work better together and automation is the key to driving performance at scale.

Tips & takeaways

• Use Smart+ to scale efficiently. Let automation handle targeting and delivery, so you can focus on strategy and insights.

• Leverage TikTok One for creator-led content. Access high-quality, TikTok-native assets without straining internal resources.

• Optimize your Instant Forms with Logic Settings. Tailor user journeys to improve lead qualification and engagement.

• Think ecosystem, not siloed tools. Combining performance and creative solutions on TikTok can dramatically increase lead volume and lower costs.