Reduce their CPL.
Generate Quality Leads.
PW CuriousJr is an online education platform that resembles a modern way of the traditional tuition classes in India.
Problem Statement
PW CuriousJr is an online education platform that resembles a modern way of the traditional tuition classes in India. PW CuriousJr allows live lectures and recorded lectures for students studying from classes 3 to 10.
Being founded back in 2020 during the Covid-19 times, when online education became the sole way of education, the platform was an instant hit. However, since then the CPL has been on a constant rise.
PW CuriousJr also wanted to scale their marketing while avoiding cannibalisation and quick fatigue.
PW CuriousJr wanted a Performance Video Campaign that could cater to the following:
- 01
Reduce their CPL
- 02
Generate Quality Leads
There are 4 factors that are really important when
it comes to children’s education for parents
To get the desired results, it was important to understand what mattered the most to parents in general and why parents choose PW CuriousJr.
Conducting the Parent Research provided the following insights:
- 01
Trust in the Education Institute
- 02
Quality of Education
- 03
Affordability
- 04
Monitor Children’s Education
Hence, it was important that the campaign conveyed this very clearly to the parents.
We now had to showcase the requirements of parents
with our communication in the Campaign videos.
MAJOR COMMUNICATION OF THE CAMPAIGN:
- 01
We included a feeling of pride for the parents by talking about scenarios where children would face tests and questions from friends, relatives or family friends.
- 02
We discussed how CuriousJr enabled parents to monitor their children’s lectures and track their performances.
This was important since both the parents were mostly working and, hence, did not have enough time to check their children’s performance.
- 03
One thing that was kept common in the communication in all the videos: PhysicsWallah and Alakh Pandey sir’s names.
This brought a factor of trust, high quality of education and affordability for the parents.
Here are the different video styles we finalised for the campaign
For performance videos, the most essential component is the relatability. While PW and Alakh sir brought in trust, quality and affordability, it was equally important to choose the right video style to convey the communication in a relatable manner: such that the communication did not feel forced, manipulative or incorrect.
The scripts made sure that the characters were only Parents, Teachers or some Experts. This helped in providing more impact and trust to the viewers.
Impact of this Campaign
FATIGUE DURATION
7 Weekseven after 7 Weeks the campaign did not stop bringing good conversion rates
CPL
23% ↓for the first week
MAINTAINED A STEADY CPL
20% ↓after the first week
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