Three Brands from the Education Industry That Aced Their Facebook Marketing Campaigns
The global higher education market size is expected to grow from $13.7 billion in 2020 to $35.8 billion in 2025 at a CAGR of 21.1%. Despite the heavy setback given by the pandemic, the education sector is slowly picking up and is expected to do better as an increasingly high number of people get COVID-19 vaccinations.
However, the education industry has undergone a lot of changes over the years, and brands operating within this niche need to think out of the box to get their potential users to notice them. Through avenues like social media, education brands can easily reach their core consumers, just like these three brands did with their Facebook campaigns.
MochiMochi is a language-learning app developer based in Vietnam. Its app identifies a “golden time” to review words at the right hour for each learner to make learning more efficient.
MochiMochi wanted to enhance customers’ experience by responding to their inquiries while they were most engaged.
Approach & Solution
MochiMochi understood that quick and clear communication with its customers would be a critical factor for building trust and driving sales. They also knew that not many people in Vietnam had ever paid for a mobile app. Therefore, it was critical that their questions were answered quickly and personally before they subscribed to MochiMochi’s services. Hence, they had to be available to their customers in real-time.
Since they knew that not many people open their emails frequently, they were looking for a faster and affordable way to communicate with their potential customers. And that’s when they came across Facebook Chat Plugin.
They set up Facebook Chat Plugin on their site. It allowed people to use Messenger to find answers to common questions like payment processes, promotions, and technical problems. To reduce their response time, MochiMochi used the saved replies feature.
MochiMochi found that Facebook Chat Plugin helped it build stronger connections with its customers. The plugin resulted in a 25% increase in leads in six months. There was a massive decrease of 98% in the time taken by MochiMochi to resolve customer queries from 24 hours via email to 15 minutes via Facebook Chat Plugin.
Also, the conversion rate for customers engaging with Facebook Chat Plugin between May to July 2021 was 70%. This conversion rate was 20% higher than any other communication channel.
Global education company Mindvalley develops online courses on a range of subjects like spirituality, wellbeing, mindfulness, personal growth, and productivity.
After they had revamped their mobile app to expand their product offerings, Mindvalley wanted to boost its app installs at a lower cost.
Approach & Solution
Mindvalley joined hands with Facebook to compare Automated App Ads with its usual approach of using mobile app install ads. The Automated App Ads allow up to 50 different images and videos and up to five text variations.
Mindvalley used a series of 25 photo ads featuring their various courses, activities, and workshops that were available for sale on its site for its Automated App Ads. To gauge the efficacy of the solution, the company compared the results to its usual mobile app install ads. They optimized both campaigns for app installs objective and served ads to a large audience of people in the US, the UK, Canada, and Australia.
The Automated App Ads test campaign turned out to be quite successful for Mindvalley and helped them achieve a 58X higher conversion than mobile app install ads. Also, the app installs with Automated App Ads were 35% higher than with mobile app install ads. Moreover, the incremental cost per install with Automated App Ads was 26% lower than with mobile app install ads.
3. World Family
World Family offers Disney-inspired English language learning material for children that helps them learn English easily and intuitively.
Although World Family has an established pool of language students, it sought to increase its brand awareness and acquire new customers who would enjoy its language offering.
Approach & Solution
World Family ran a campaign using photo and video ads that click to their site to reach out to people who would be interested in their language services. The campaign used a series of photo and video ads featuring the package and education materials that the learners receive. These ads highlighted the benefits of using the Disney World of English. All these ads clicked through to their site where people could sign up for free.
The Facebook campaign focused on women in the age group of 25-44. They also created a lookalike audience based on their existing customers to find people who would be more likely to be interested in what they could offer. World Family also used campaign budget optimization to automatically allocate the budget to better-performing ads.
The Facebook campaign delivered extraordinarily impressive results for the language company resulting in a substantial increase of 19% in its website visits compared to the control group. Also, they saw a 2.4X increase in website conversions compared to the control group.
Facebook has emerged as the ace marketing platform for companies looking to ramp up their brand familiarity and awareness. Various features like photo ads, video ads, lookalike audiences, automated app ads, and Facebook Chat Plugin help the brands engage directly with their customers on a personal level. Therefore, all that brands need today is a well-defined strategy on how they plan to use Facebook to their advantage; Facebook has all the tools required by brands to place themselves directly in front of their customers.