Case Study
Vedantu Super Kids
Vedantu Group expanded into the K5 sector with the introduction of Vedantu Super Kids. Utilizing their established technological framework, they offer personalized 1-on-1 education for children aged 5-12. This live, interactive learning platform pairs young students with skilled teachers, nurturing their creative, critical thinking, and problem-solving abilities.
Campaign
Lead Generation – Indiawide
Industry
EdTech
Key Growth Levers
6 Months In, Here Were Our Results
Here's How We Did It!
Key Challenges
When Vedantu Super Kids (VSK) entered the market, the EdTech sector, particularly the online coding classes segment, was highly competitive. Established players like WhiteHatJr had already made a strong impact with aggressive marketing strategies, posing a challenge for VSK to distinguish itself and capture the interest of its target demographic.
In this crowded market, our potential customers were constantly bombarded with advertising from multiple EdTech firms. The question was whether we could create innovative and captivating advertising content that not only stood out but also engaged our audience effectively, thereby minimizing ad fatigue.
Approach
Our main objective was to acquire leads at the lowest Cost Per Lead (CPL) while ensuring these leads were of high quality and had a strong likelihood of converting into paying customers. Achieving the ideal balance between cost efficiency and lead quality necessitated ongoing refinement of our targeting, creative approach, and bidding strategies.
- Audience Targeting
We developed various audience segments focusing on demographics (parents with children aged 5-12), interests (topics related to education, coding, and STEM), and behaviors (those showing interest in similar EdTech platforms). We also utilized lookalike audiences to identify potential leads akin to our existing customer base.
- Creative Development
Our strategy was to diverge from the flashy ad creatives typical of WhiteHatJr, leveraging Vedantu’s reputation to convey genuine stories instead. We crafted diverse ad creatives, including images, videos, and carousel ads, emphasizing the unique benefits of Vedantu Super Kids’ coding classes, such as tailored learning experiences, live interactions with expert educators, and practical project involvement. Showcasing testimonials and success stories was also integral to building trust and credibility among prospective leads.
- Landing Page Optimization
In collaboration with Vedantu, we focused on enhancing the landing page for optimal conversions. This involved streamlining the sign-up process, providing clear and succinct program details, and incorporating convincing elements like social proof and a sense of urgency.
Impact
The success of this campaign can be attributed to our multifaceted approach. This case study demonstrates the power of a well-executed digital marketing strategy in a saturated market, leading to significant lead generation and enhanced funnel effectiveness for Vedantu Super Kids.
Lead Generation
We successfully generated over 80,000 leads, surpassing expectations both in volume and cost efficiency. These leads were acquired at a Cost Per Lead (CPL) that was 32% lower than our initial budget projections.
Lead Quality
Our campaign’s effectiveness is further underscored by the quality of leads generated. We achieved 14% more Sales Qualified Leads (SQLs) than projected, indicating not just an increase in quantity but also in the potential conversion rate of these leads.