Case Study
Rajasthan Royals' RSB
Rajasthan Royals, a prominent team in the Indian Premier League (IPL), recently unveiled a new educational technology initiative called Royals School of Business (RSB). Hosted on the same website as the Rajasthan Royals, RSB emerges as the pioneering online platform for sports education. It offers a diverse range of courses, encompassing subjects like Sports Analytics, Sports Nutrition, Sports Psychology, Sports Marketing, and over ten other specialized areas.
Campaign
Course Sales – Indiawide
Industry
EdTech – Sports
Key Growth Levers
8 Months In, Here Were Our Results
BRANDED SEARCH GROWTH FOR RSB
0
X
MONTHLY REVENUE EVEN IN NON-IPL SEASON
0
X
REDUCTION IN YOUTUBE CPV
0
%
Here's How We Did It!
Key Challenges
The proof of concept of the venture was already done with their Sports Analytics course but they were facing difficulties in scaling up sign-ups for the Analytics course. They also had 4 other courses active but their revenues were very small in comparison to Analytics. At the same time, RSB was not being able to launch new courses rapidly under the Umbrella brand.
Meta Ads was the only channel that RSB was relying on to achieve their business goals. Our mandate was to scale sign-ups across courses and help RSB launch 10+ new courses and test them rapidly. While RSB team was focussed on niche identification and content creation – we owned the complete performance marketing piece to grow the business.
Approach
We focussed on continuous, rapid tests on creatives, audiences and placements across all of their courses to identify which courses could be scaled fast. We also strategically scaled YouTube advertisements for RSB to build audience preference and improve brand recall & branded conversions.
- Placements Optimisation
To diversify beyond Meta, we scaled YouTube advertisements & made the funnel more robust. It allowed us to tell the brand’s story more holistically and build audience preferences more strongly – leading to overall conversion rate improvement. We also added Discovery & Search campaigns to the funnel to strengthen bottom of the funnel.
- Creative Testing & Optimisation
We tested 40-50 new creatives every month (statics, GIFs, carousels & videos) to keep iterating and improving our metrics so that we don’t end up with creative fatigue and could proactively manage under performing assets.
- Audience Testing & Optimisation
We tested specific 8-10 sharply defined yet slightly broad audiences for each course and narrowed down on 3-4 winning audiences to get initial conversions. Once we had purchases we also added look alikes to the mix, specific to each course – as audience personas were very unique for each course. Our rigorous testing approach also helped us reduce YouTube CPVs to 16% from the initial baseline.
Impact
We were successfully able to scale RSB’s marketing efforts from 4 courses ONLY to multiple courses delivering consistent sales. Throughout the process, we were also able to maintain consistent ROAS for RSB.
Revenue Impact
Thanks to the scaling up – RSB’s revenue grew to 2.35X in 8 months, with 40% contribution from newly launched courses.
ROAS Impact
Even with the new product launches and scale up, we were able to maintain ROAS at brand level.