Tetr College of Business – which preaches and practices a radical form of “learn by doing” education, sending students to seven countries over four years to build real businesses rather than sit through traditional lectures, and focusing on hands-on outcomes such as revenue and growth to measure success rather than exams – has revealed the rollout and success of its influencer-led campaign.
The campaign was executed primarily through influencer-led digital activations and on-ground content, including high-frequency organic content created from Dubai-based student experiences; collaborations with major regionally renowned content creators such as Nas Daily, Ayman Yaman, and Mo Vlogs; and digital distribution via Instagram, TikTok, YouTube, and cross-posting by influencers.
A post shared by Nas Daily (@nasdaily)
In conversation with Campaign Middle East, Neharika Pinto, Director of Marketing at Tetr College of Business, said, “The primary goal was to build high-intent awareness among students in the UAE and the wider MENA region who aspire to pursue entrepreneurship-focused education. The mandate included driving student interest and applications for Tetr’s Cohort 2; positioning Tetr as the global school for future founders; and
creating visibility for Tetr’s Dubai-based orientation and Semester 1 experience.”
“More than 70 per cent of our marketing efforts and outcomes driven via that have been organic through Tetr’s channel and page content and student user-generated content (UGC),” Pinto added.
A post shared by Ayman Al Yaman (@ayman_yaman)
Nas Daily was the keynote speaker for the Cohort 2 orientation session in Dubai. The campaign primarily targeted 18–23 year olds; high school graduates exploring entrepreneurial pathways; university students considering a programme shift; as well as aspiring founders, creators, and young innovators interested in global exposure.
Pinto said, “Because our target demographic, Gen Z, discovers brands and forms opinions primarily through social media and influencer voices., partnering with creators who resonate with this age group ensured trust-building, high relatability and large-scale reach with minimal friction. Also, Dubai-specific content further helped local audiences visualise the Tetr experience.”
A post shared by Movlogs (@movlogs)
The campaign primarily targeted the UAE and wider MENA region. Tetr College of Business also ran parallel region-focused campaigns in LATAM, USA, Southeast Asia, and India in line with its global recruitment strategies.
The creative and influencer teams from NAS Daily, MoVlogs and Ayman brought the campaign to life in partnership with the internal creative, production, and social media teams at Tetr College of Business. The organisation also leaned into local Dubai production support for the Class of 2029 orientation event.
The Dubai Cohort 2 campaign ran from June to September, culminating in the in-person orientation in Dubai.
Commenting on the impact of collaborating with influencers, Pinto added, “We witnessed a major surge in high-intent applications. We also saw significant amplification of Tetr’s positioning in the UAE market, strong credibility-building due to association with globally recognised creators, and increased trust from both students and parents.”
The success of the campaign was measured across application volume from the MENA region; quality of shortlisted candidates from the region; engagement metrics on influencer content (views, shares, saves, comments); orientation attendance and conversion to enrollment; as well as growth in organic share-of-voice in MENA educational and entrepreneurship circles.
CREDITS:
Client: Tetr College of Business
Neharika Pinto, Director of Marketing
Internal creative, production and social media teams
Influencer partnerships: NAS Daily, MoVlogs and Ayman
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