Case Study
Vedantu Super Kids
How We Helped Vedantu’s Super Kids Division Unlock High-Volume, High-Intent Demo Leads in a Category With Heavy Parent Skepticism
Vedantu’s Super Kids program was launched to introduce coding, logic, and problem-solving to young children via structured online classes. The product was strong, parent interest was real — but CAC was spiraling, and demo-to-paid conversion was erratic. Amidst intense competition from coding-first edtech players and rising parental scrutiny post-pandemic, intent needed to be engineered — not expected.
Key Business Challenge
Design a full-funnel performance system that didn’t just chase leads, but attracted parents willing to commit time and money to a relatively abstract benefit like “coding confidence”.
Before Scaling We Conducted
A Detailed Diagnostic Exercise
Value Perception Gap
Parents didn’t fully grasp what they were signing up for — confusion around class outcomes, curriculum rigor, and long-term benefit.
Lead Leakage After Demo
Sales team reported high no-show and drop-off after first session — leads weren’t warmed enough despite low CPLs.
Top-Funnel Messaging Was Too Generic
“Coding for Kids” wasn’t differentiated — no mention of pedagogy, outcomes, or Vedantu’s broader brand trust advantage.
A Full-Funnel GTM Engine
Not Just Leads — Conversion-Ready Buyers
Outcome-Driven Messaging
Replaced generic “Learn Coding” hooks with specific outcomes: “Write your first game in 7 days”, “Your child’s first Python badge”. This built curiosity + tangibility.
Mid-Funnel Pre-Qualification
Layered automated pre-demo education via WhatsApp drip flows and testimonial-rich landing journeys — turning cold leads into informed prospects.
#ROI
Strategic Framework
We structured our go-to-market strategy around four key pillars.
Parent Persona Segmentation
Segregated working professionals vs homemakers; first-time edtech adopters vs veterans — and customized creatives and ad time slots accordingly.
Channel-Specific Campaign Logic
Google was used strictly for BOFU (bottom of funnel) — only high-intent search queries like “best online coding classes for 7 year old”. Meta was TOFU + nurture, not hard-sell.
Over 6 months, we transformed the Super Coders acquisition engine from a CPL-obsessed ad machine into a parent-readiness funnel. Instead of chasing MQLs, we built an integrated journey where the lead entered the CRM only after narrative alignment, trust buildup, and slot-booking preparedness.
Within 6 Months of Launch
Here Were Our Results
The biggest unlock wasn’t media—it was pre-demo narrative sequencing. When parents saw 1–2 relatable testimonials + curriculum outcomes before attending the demo, their mental resistance dropped drastically.
This insight is now part of Vedantu’s broader marketing playbook.
Our Learnings
We Don’t Just Generate Leads
We Engineer Intent Before the Demo Ever Begins.
In edtech, CPL means nothing if the demo slot isn’t honored.
Outcome-based narratives > curriculum claims — especially in abstract subjects like coding.
Mid-funnel education is underutilized in edtech — and it’s where most drop-offs can be rescued.
Parent trust doesn’t get built in ads — it gets built in the 48 hours before the demo call.
For us, performance isn’t about demo bookings — it’s about decision-stage readiness.