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Spreading the Good | 3 Facebook Ad Campaigns from the Education Industry in APAC

The education industry’s ad spend in 2019 was $1955 million, and the 2020 figures are estimated to grow to $2099 million. However, due to the pandemic, we have seen an upsurge in both the demand and supply of online education, tools, and services.

When market forces play their role, the businesses and service providers need to face the heat of the competition. From building student-centric messages to focusing on the customer service provision, education service providers need cost-effective methods that garner results right off the bat.

Thinking about how to create commendable and high-performing ad campaigns? Follow the three best examples below.

3 Trend-Setting Ad Campaigns in the Education Industry

1. World Family



Run Time: 9 Days in October 2019

Target Region and Audience: Japanese Women aged 25-44

Performance

In a 9-day sting, World Family was able to yield a 2.4X increase in the website conversions and increase website visits by 19%.


Goals

Since World Family provides training and learning material in the English for the children, their motive with running this campaign was to enhance their brand awareness further. World Family also wished to transform the awareness into conversion with these ads.


Approach

Seeing the organization’s motive, they ran both photo and video ads that were visible to the target audience to get more visitors. The advertisements focused on displaying the benefits of enrolling in the learning program.

These click-through ads redirected the targeted customer to the website. On the website, to convert the lead, World Family offered a free trial to the student’s parents of the students themselves.

Buyer’s Journey Targeted

Following their primary motive, World Family ran awareness ads on Facebook for their target audience. To precisely target the audience, they formed lookalike audiences resembling the existing customer base for developing conversion-ready advertisements.

Further, to take control of the budget and other considerations, they set up campaign budget optimization.

Did they Succeed?

Not only did their well-targeted ad campaign helped World Family develop an association with their target audience, but they were also able to do it at a less overall cost. Further, the increase in website visitation by 19% can turn out to be potential customers.

Products Used

World Family used Ads (Photos and Video) and lookalike audiences to realize these impressive results.

2. Snapask


Run Time: August 24 to September 8, 2018

Target Audience and Region: Interested Audience in Taiwan

Performance

To promote their application among the Taiwanese audiences, Snapask ran Facebook Video ads. With this, they achieved an increase of 50% in the click-through rate along with 47% in the installation frequency of the app.

Goal

The goal was simple, reach enough audiences and persuade them to download the application for using it during their summer holidays.

Approach

Snapask has a presence in 8 countries in the APAC region and wants to increase its customer base in Taiwan. Snapask asked Shakr (a Facebook Marketing Company) to develop video ads for them.

However, due to the budget constraints, Snapask used two pre-made templates with Shakr to create video ads for Facebook Newsfeed. These ads were then bolstered with automatic placements, which helped them reach the right audience.

Buyer’s Journey Targeted

Since it is a one way targeting with a motive to create awareness about the product, Snapask primarily ads to create awareness. Based on the customers who were already aware of Snapask, they created a lookalike audience and created ads. These ads had the highest chance of getting noticed and initiating a dialogue.

For those, who earlier correspond with their advertisements, such audiences were retargeted with a different type of video ad persuading them to download the application.

Did they Succeed?

Even though Snapask used templates to create the desired video ads, the results were amazing. On the one hand, they were able to decrease the cost per install by almost 50%, and on the other, the installation rate was also soaring high, with a 47% growth.

Products Used

Video Ads that also ran in stories shared among the Custom Audiences and Lookalike Audiences.

3. Mindvalley



Run Time

December 2017 to February 2018

Target Audience and Region

Global Interested Audience

Performance

Mindvalley orchestrated a lookalike audience for the creation of lead generating campaigns for the global audience. With this, they were able to observe a 64% increase lead generation and a 38% higher return on the ad spend.

Goal

Intending to become a global online university, Mindvalley wanted to attract audiences and generate new quality leads.

Approach

At the time of running this campaign, Mindvalley had already set themselves up in the market as an authentic online education provider. However, to further enjoy a larger customer base, they first created a lookalike audience model inspired by their existing high-value customers.

The video ads shown to the audiences were a mix up of previous Mindvalley events, educational content, and speaker talks. All of this was sent to instigate curiosity in the viewer’s mind with a subtle convincing hook to engage with the brand further.

Buyer’s Journey Targeted

It is clear that Mindvalley only wanted to raise awareness among its target audience, which spanned from across the globe. Thus, they only ran ads for the previously unaware audience, letting them know more about the organization giving them a glimpse of what they do.

Did they Succeed?

The value-based lookalike audience creation campaign harnessed some wonderful results for Mindvalley. They were able to get more leads and streamline their ad spend, but Mindvalley also saw 14% in the purchases.

Products used

Video Ads, Lookalike, and Custom Audiences.

Did you notice a common trend?

If you observe and look at the results plus the approach, you will find that these three companies wanted to create awareness initially. Although almost every ad campaign does want to create awareness, here the brands developed majorly focussed on creating awareness.

Because once the customer is aware and understands the product, they will surely engage with the brand and be qualified to lead.

References:

  1. Statista: https://www.statista.com/statistics/470693/educational-services-industry-ad-spend-usa/

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