VND German Centre

The Objective

VND is a leading German language centre in Vietnam. In recent years, demand for Germany pathways has grown significantly among prospective students, intensifying competition across the language education landscape.

To stand out, VND needed a digital approach that could effectively engage high-intent learners. The campaign objective was clear: to drive a greater volume of prospective student leads at a lower cost, while improving overall conversion efficiency. At the same time, the brand aimed to ensure that incoming enquiries reflected genuine interest and could be effectively qualified.

The Solution

To achieve its lead generation goals, VND leveraged TikTok Direct Messaging Ads with a Lead Generation objective. This format directs users to TikTok’s direct messaging feature, enabling them to instantly start conversations with the brand within the platform.

By enabling two-way communication at the point of interest, the format shortens the path from discovery to action and allows businesses to engage, inform, and qualify prospects in real time. For VND, this translated into faster, more direct consultations with prospective students, helping the team identify suitable candidates early and prioritise high-intent enquiries.

To support these interactions at scale, VND worked together with Haravan, an official TikTok Messaging Partner, to centralise enquiries across channels and streamline communication workflows. This ensured more efficient lead management and created a structured pathway from initial enquiry to conversion.

The Results

Compared to other platforms, the campaign drove strong results for VND, including a 54% lower cost per lead (CPL), a 57% increase in conversions, and a 22% uplift in conversion rate (CVR). These results demonstrate how TikTok Direct Messaging Ads can accelerate lead generation by combining scale with quality, enabling brands to capture high-intent interest and convert it more effectively through real-time engagement.