Started as a YouTube channel, Unacademy has revolutionized the ed-tech sector today.
It is India's largest online learning platform which is on a mission to transform learning and make education accessible.
Unacademy aims to provide the best content to students for all sorts of competitive and entrance exams and helps them connect with top educators.
It allows students to search for educators as per their requirements. Students can go through the concepts of the same topic from different educators and then choose the one that suits them the best.
While most of the content is free for users, they have to sign up and pay for extra classes and access other premium features like tests, study materials, and more.
Presently, there are more than fourteen thousand educators and twenty million subscribers on the platform.
With their newly launched initiative - Unacademy Learning Festival, the brand intended to democratize education and make high-quality education accessible to learners across the country.
To achieve this, they decided to reach out to students and parents across relevant communities and create awareness of the Unacademy Learning Festival.
The brand wanted to
establish themselves as the top platform providing additional assistance and support to all those preparing for their exams and looking to crack competitive exams.
They also wanted to encourage trials of the platform through subscription amongst JEE/NEET aspirants.
We selected 42 JEE/NEET aspirants communities with 2.1 MN+ members across the country to drive this.
The campaign focused on driving conversations around the ‘Unacademy Learning Festival’ with amazing subscription offers and advocating Unacademy as a go-to platform for entrance and competitive exam preparation by sharing members' experiences.
The campaign was designed keeping in mind the different communities we chose.
In the student communities, students, aka community admins, shared their personal experiences as to how Unacademy is helping them in their exam preparation and how happy they are with their decision. They also encouraged their community members to try it out.
In the parent communities, parents, aka community admins, shared their experience of choosing Unacademy as a guiding platform for their children and how they got all the necessary resources and support for their exam preparation. They further asked members to share how they ensure that their kids get the right resources and guidance for their exam preparation and encouraged them to try the Unacademy platform.
In the span of just a few days, the brand achieved 78.5% positive reactions. 72%(1263) of total Brand Mentions(1731) had high positive emotion attributes, and 52%(901) out of 1731 Brand Mentions were intent-based. There were 822 users generated content across communities, increasing from the target of 750 established before the campaign. 1525 users visited the website and checked links on the website.
With almost 3317 reactions and comments, and 72%+ positive sentiment, we helped Unacademy achieve its objective to win students' preference via organic word of mouth.
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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