Played a Key Role in Setting a Guinness World Record
by Securing 1700 Paid Registrations

for an EdTech Startup

Current Numbers / Results / Achievements

Leads Generated

2,800

Paid Registrations

1,700

Average CPA

Rs. 1,200

Overview

This case study highlights the successful marketing strategy for an EdTech startup that aimed to launch a unique aeromodelling program for school students. The goal was to conduct aeromodelling sessions via a paid webinar and achieve widespread participation, ultimately setting a Guinness World Record for “Most live viewers of an Aeronautical lesson video on YouTube.”

 

Targets / Objectives

The primary goal was to drive registrations for a paid webinar focused on aeromodelling, targeting students between the ages of 8 and 16. The campaign aimed to create brand awareness, drive significant engagement, and establish the brand as a leader in educational programs for children.

 

Challenges

  • No Social Media Presence:
    • The EdTech startup approached Paarami without any social media profiles, requiring the brand to start from scratch in building its digital presence and generating awareness.
  • Low Trust and Credibility:
    • As a new entrant in the market, building trust and credibility was a major challenge.
  • High Expectations:
    • With a significant investment, the brand set ambitious goals for student registrations and participation, which required a well-crafted and data-driven strategy.

 

Solution (Marketing Strategy)

To address these challenges, Paarami executed the following comprehensive strategy:

  • Campaign Creation:
    • Developed the “Aeroplane wala Summer Camp” campaign to promote the program in an engaging and relatable way.
    • Conducted a photoshoot with children and parents to build credibility and connect emotionally with the target audience.
    • Engaged a celebrity from a popular TV show to increase brand visibility.
  • Content Creation:
    • Created high-quality, engaging social media content, including videos featuring children from parents in the network. This personalized approach helped boost trust and authenticity.
    • Organized a shoot with select students and parents to gather top-notch marketing materials for the campaign.
  • Facebook Ads Campaign:
    • Launched a Facebook ads campaign targeting parents of students aged 8-16, driving significant awareness and registration for the aeromodelling program.
  • Online Reputation Management (ORM):
    • Implemented ORM strategies to ensure a positive brand image, managing feedback and reviews to enhance trustworthiness.
  • Sales Conversion & Customer Support Teams:
    • Dedicated teams were set up to handle sales conversions and customer inquiries, ensuring smooth customer journeys from lead generation to registration.

Target Customer

The primary target audience consisted of parents across India with children aged between 8 and 16. The campaign specifically focused on parents looking for unique educational experiences and summer activities for their children.

Challenges in Execution

  • Initial Limited Engagement on Google Channels:
    • The campaign initially struggled to generate desired results through Google Channels. However, a switch to Meta Channels, including Facebook, led to better engagement and improved results.
  • Building Trust in a Short Time:
    • As a new brand, it was essential to build trust quickly. Leveraging high-quality content, a celebrity endorsement, and effective ORM strategies helped overcome this hurdle.

Services Provided by Paarami

  • Customer Support Team

Duration of the Project

The campaign was executed over a few months, with strategic adjustments and optimizations throughout to ensure maximum registrations and brand visibility.

Future Plan of Action

Moving forward, the brand plans to further scale its educational programs, explore additional digital marketing channels, and continue using data-driven strategies to maximize engagement and participation in future events.

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