2020/2021 Winners & Shortlists

Why is this work relevant for Media?

This case study showcases an integrated campaign across digital platforms which aided significant and measurable growth for our client. Usually in campaigns, some platforms outperform others and rarely is it, that all platforms work together and ultimately serve the goal. With Data at the core of planning and creative recommendations, we were truly able to serve ads in a precise manner. These ads were viewable at the right time and on the right platform that appeals to personas created.

Background

• Increase brand awareness for schools to increase both digital as well as offline leads (phone/walk-in) • Increase lead and audience base aggressively by specifically targeting competitors • Increase the quality of enquiries, measured as the conversion rate between Enquiry -> Enrolment Budget: 135K USD

Describe the creative idea / insights (30% of vote)

Knowing seasonality against school applications and the huge demand coming in, we had to start early in building up for a performance driven campaign where we stand-out against competition and achieve the intended outcomes. Therefore, our data pools are being built throughout the whole year and we ensure that audiences are activated as they take action for registration. We ensured they would only see our advertising as we up-weighted our bids. Any non-converted was then retargeted to which increases our ability to continuously prospect during high-demand months.

Describe the strategy (20% of vote)

• Creative imagery and messaging targeting both western and Arab families. Family focused, blended learning with academics/ industry skills and - learn by doing approach. • Focus on competitive advantage and proximity to key communities. • Focus on location to communities, myhealth campaign and access to over 53 mother tongue b-lingual diplomas. • Focus on A level and IB options and Highlighting the performing arts capabilities

Describe the execution (20% of vote)

• Targeted messages highlighting the USP’s where we are better than competitor schools • Targeted parents from competitor schools using custom audiences across different platforms • We gave priority to awareness rather than lead generation and eventually retarget the engaged parents. • To support the already successful Search and Facebook ads, we explored new channels like Gmail, LinkedIn, Push notification, Twitter and more.

List the results (30% of vote)

Overall valid inquiries went up by 69% compared to the same period in 2018, resulting to an all-time high number of enrolments, approved screening tests, and verified applications. When a brand acknowledges that their agency exceled in what it did to a campaign, all that’s missing is a tangible recognition of that excellence from an award-giving body.