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Leverage HyperLocal Targeting For Lead Generation For a Leading EdTech Company | Arena Animation

About the Brand

They are an Animation & Multimedia education company with a legacy of over 23 years of training more than 450,000 students. The company is headquartered in Mumbai, India and has education centres in over 20 countries around the world.

Objective
  • Increase Brand Recall
  • Lead Generation for 25 Centers In Mumbai
Category

Education

Ingredients

Performance Marketing

Case study subject

Performance Marketing

Delivery Overview

A thorough media strategy was created based on:

  • Demographic Specificity: Hyperlocal campaigns were created based on different pockets in Mumbai along with the relevant age, income, and lifestyle to reach the ideal customers.
  • Interest-Based Segmentation: Targeted users (parents & students) with interests in Graphic Design, Animation, Art, Sketching, Technology, etc.
  • Creative Varianting: Based on thorough makret research, we identified the pillars that are deeply impact decission making in this domain: Value Addition (USPs), Placement & Trust. We created different content pieces based on these & used them in different consumer funnels to get the best results.
  • Dynamic Optimizations: We worked on daily campaign optimizations to regularly check the lead quantum for each center & ensure minimum daily variation.

Impact

  • Upto 85% SoV in certain regions with an average SoV of 65%.
  • Received targetted leads for each center to keep admissions going at 67% of the budget.
  • Saved the 33% media money that was usually parked with traditional advertising.

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