Our approach to surmounting this challenge was a three-pronged strategy:
Digital Media Planning
Leveraging an expert team of media planners, we devised a formidable strategy encompassing five focal countries. The strategy hinged on a meticulous analysis of the target audience parsed through demographics, interests, and behavioral traits, establishing a target universe that would be receptive to the EdTech offerings.
Mobile Analytics & Tracking
We orchestrated a comprehensive measurement plan using the advanced Mixpanel tool to oversee user journeys through the app meticulously. This initiative spawned the development of pivotal KPIs and tracking models that facilitated the accurate measurement and attribution of marketing campaigns. We supplemented this by crafting a customized dashboard on Mixpanel, presenting an unambiguous view of user performance throughout the funnel and nurturing informed decision-making.
Digital Media Buying
Diving into the realm of digital media buying, we fostered multiple custom audiences for each market while conducting hyper-tests to fine-tune our approach continually. With a dedicated budget of $10,000 per month, we ventured into diverse media landscapes, including Facebook, Instagram, YouTube, and Google displays. We also engaged with multiple publisher networks to secure media inventory, substantially broadening the outreach.