Case study

Delivering authentic results to Coursera’s AI audience.

The challenge.

With AI unlocking endless possibilities across all industries, businesses are racing to adopt, experiment, and implement AI-driven tools and capabilities. But how to use AI ethically, responsibly, and — crucially — legally, is still something of a grey area for many.

As a globally recognised leader in online learning, Coursera had the expertise, content, and credentials to help organisations understand more about the topic of AI and was perfectly positioned to help them upskill and train their workforces for the new era of technology and business.

They knew who they wanted to engage with but needed help in reaching them. It was up to Miramar to generate the perfect response.

Our solution.

There was nothing artificial about our approach. We used our genuine knowledge and expertise to craft a 1:Many ABM campaign that would help Coursera reach the right people at the right time with the right message — and deliver real high-quality leads.

Anchored by a high-value piece of hero content that educated the audience on the EU AI Act, we then used a targeted combination of social promotion, nurture emails, and follow-up telemarketing to position Coursera as the ideal partner to help them deliver organisation-wide AI literacy.