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Reigniting brand positioning
Reducing lead CPA by 75% through targeted digital campaigns
LessonUp is a Dutch classroom technology product that enables teachers to present lessons with dynamic feedback, participation, and live reporting on the understanding of a topic.
The ‘lesson creation platform with content library’ has been a huge success in the Netherlands, with particular growth during Covid, and now they wanted to expand into the UK.
Make every class better than the last! Create more engaging, joyful and effective lessons with our intuitive toolkit for teachers and online lesson library.
The Challenge
The company was looking for a creative way to reach UK secondary schools. They had grown significantly across the Netherlands and had started gathering traction in the UK.
Previous lead generation tactics, after many optimisations, had led to a reasonable, but somewhat expensive CPA. The company was keen to find new ways to reach a wider audience at lower cost to prove there was a market for their product.
One of the challenges we noted early on was the significant level and depth of competition in their area.
In order to really succeed, we’d have to play smarter than some very successful, established education brands.
The Challenge
The company was looking for a creative way to reach UK secondary schools. They had grown significantly across the Netherlands and had started gathering traction in the UK.
Previous lead generation tactics, after many optimisations, had led to a reasonable, but somewhat expensive CPA. The company was keen to find new ways to reach a wider audience at lower cost to prove there was a market for their product.
One of the challenges we noted early on was the significant level and depth of competition in their area.
In order to really succeed, we’d have to play smarter than some very successful, established education brands.
The Strategy
We believe all successful campaigns start with people, so we set about discussing the platform with a variety of LessonUp customers so that we could better understand the reasons they purchased, and the reasons they renew.
We had a hunch that the angle of “create lessons” and “use our bank of content” wouldn’t resonate as a marketing message. Teachers would already have a wealth of lesson resources and content at their disposal.
Adding more content didn’t feel powerful or distinct enough.
Why would a teacher want to reinvent the wheel and ‘waste time’ replacing what they already have?
With this in mind, we asked the customers where a new user should start, seeing as the platform is vast and a tool to make things with, rather than content in and of itself.
It became apparent that teachers would often upload their existing PowerPoint lessons and use the core features of LessonUp on top.
Understanding this common use case meant we could build a focused, easy journey into the product.
Our campaign messaging was decided. We would no longer talk about “creating something new”, but instead “Add dynamic feedback and interactivity to your existing PowerPoint lessons!”
We created a series of META adverts to push people to a landing page that would encourage trial access to the platform, where the focus would be on improving what exists rather than reinventing the lesson wheel.
The campaign included:
- Digital adverts
- Landing pages
- Email series
The outcome
The campaign was promoted over a 4 week period and consistently generated sign ups 75% of the cost the company was spending before.
The landing page converted at 26%, and the usage of the platform, even before the email engagement series kicked in, was incredibly high.
Evidently, the angle we discovered and the messaging we used were really resonating, not just at the awareness stage, but through engagement too.
LessonUp is now taking these findings and using them to reignite the brand positioning across the UK and further afield, and we are delighted to have been able to help them along the way.
“With your outside-in view, you’ve made sure our messaging and value proposition is set in the right direction to get us moving forward in the UK market. You’ve tested it as well so it gives us guidance for our go-to-market. I think you guys truly have passion for education and expertise in your field of marketing.”
Ready to grow your education business? 😎
