Case Study overview
How we helped Masterschool build credibility in a new market
What does Masterschool do?
Masterschool, now called the Master School Institute of Technology (MSIT), is an online tech school that trains career changers for jobs in data analytics, cybersecurity and AI engineering. It has raised $100 million, with part of that capital earmarked to launch in Germany.
The audience for its English-language programmes is a small and specific one: English-speaking career changers looking for a way into tech. It is a market where a school arrives with no reputation, and where each enrolment carries a high value for the business and a high stake for the student.
When we sat down with the team, they wanted to rely less on paid campaigns and grow organic reach. The more pressing need was credibility. Anyone weighing a decision of that size looks a school up before they commit, and Masterschool needed something that would be there when they did.
How did we help?
We started with a kick-off session with Masterschool's performance and brand teams, where we agreed the goals and the success metrics. We decided to begin at the top of the funnel, with videos that answer the questions people have before they have picked a school, and that show Masterschool as a credible, knowledgeable guide to a career in tech.
Volume was never the aim. English-speaking prospects in Germany are a narrow audience, so we did not expect large view counts. We expected the right viewers: people considering a significant investment in their career, where a single student who enrols is worth far more than a thousand casual clicks. The job of each video was to earn trust with a small number of high-value prospects.
From there we built the channel around search. For every video we mapped the search term, the best-performing videos already ranking for it, and the competitor video we needed to beat. We worked through three domains in turn, starting with data analytics, then cybersecurity, then AI engineering, and paired each weekly long-form video with a run of Shorts drawn from the same research.
A few decisions shaped the production:
An external presenter. Masterschool wanted an engaging on-screen guide rather than staff on camera, so we cast one and handled bookings and releases.
Scripts written and signed off ahead of each shoot, so filming could happen in batches.
Everything built to Masterschool's brand guidelines.
Versions cut for LinkedIn alongside YouTube, so the same footage worked on more than one platform.
Videos built to be used beyond the channel, as nurture content that Masterschool's team can share with prospects who are still deciding.
The Results 🎯
🔁 A full-stack production system covering research, casting, scripting, batch filming, editing and weekly publishing.
🏛️ A body of work that gives Masterschool credibility in the market: three career tracks covered end to end, each with long-form videos, Shorts and LinkedIn cuts, ready for a prospect to watch before they apply.
🤝 Content that keeps working after the first view. The videos are used as nurture content, so a prospect who is still deciding has something credible to watch between conversations.
📹 96 videos: 16 weekly long-form videos and around 80 Shorts.
👀 More than 200,000 views, in a very niche market.
The Work
And we can help you, too.
Are you a startup looking to scale with video? You're just one click away from getting started. Book a short intro call today and let's discuss how we can help you hit those heady growth numbers.
