E-Learning in Lockdown: Back To School (kind of).
Driving Sign-Ups for Shaw Academy
Shaw Academy is an online education retailer, which helps its students acquire prestigious qualifications right from the comfort of their home. Their model allows users to get qualifications at affordable rates, as they pride themselves on “delivering great education, accessibility and affordably, to everyone.” Coming into 2020 their performance boomed and Shaw Academy found themselves competing with the top players in the industry, (such as Udemy, Codeacademy and Edx) all boasting a significant proportion of the market share. What with the outbreak of coronavirus and the uplift in demand for online learning, Shaw Academy were wary of being undercut by competitors so tasked NMPi by Incubeta to expand their marketing activities and boost customer acquisition.
Goals.
- Expand marketing activity to reflect newfound growth
- Increase customer acquisition for their 4-week free trial courses
- Drive % of sign-ups for rapidly growing courses (such as photography & digital marketing)
- Provide additional creative support to in-house design team
Approach.
- Collaborated with client’s in-house tech team to implement an efficient tag setup to pull 1st party audience data
- Used this data to create course-specific ad content for granular remarketing purposes
- Tailored display content to be regionally specific
- Identified highly converted regions and top-performing sites, implementing a more aggressive strategy within those areas to maximise customer acquisition
- Identified top-performing keywords for each course, using this data to granularly target the content to be course specific
- Implemented dynamic carousels & native ads
Results.
- 72% increase on monthly target for sign-ups between March & May
- 117% increase on monthly target for sign-ups in April
- 75% of sales from native and dynamic ads
- 17.2% of all sales came from photography/digital marketing ads
- 30.9% increase in CR from utilising native ads
