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Introduction
- Unacademy wanted to establish itself as the top e-learning platform for students writing competitive exams and encourage trials for subscription amongst JEE/NEET aspirants.
- They used an insight-based community marketing approach to drive conversations about exam preparation amongst parents and students by engaging with 42 JEE/NEET aspirants communities with 2.1 MN+ members.
- The brand achieved 1700+ brand mentions, 822 UGCs, 3300+ reactions, and 1525 website visits from users checking out the platform, with 78.5% positive reactions.
About Unacademy
Unacademy is India's largest online learning platform and 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.
Unacademy’s Objectives
The brand wanted to create awareness of the “Unacademy Learning Festival” and establish itself as the top platform providing academic assistance to all those preparing to crack competitive exams.
“The brand wanted to encourage trials of the platform through subscriptions amongst JEE/NEET aspirants.”
Community Marketing Strategy
1. Identifying the best communities for Community Marketing
Unacademy took an insight-based Community Marketing solution to encourage trials on the platform by JEE/NEET aspirants by engaging with 42 JEE/NEET aspirants communities with 2.1 MN+ members.
Campaign Structure
2. Analysing consumer insights from real conversations
To drive the campaign, we analyzed the existing conversations in the above communities and observed that:
- Students are asking for tips on studying for competitive exams
- Parents are keen on finding a suitable tutor for their children to enhance their preparation
- They want to seek an online platform to help with exam prep and resolve student doubts
With most of the conversations happening around how to find an online learning platform, we planned a campaign highlighting the “Unacademy Learning Festival’ while educating parents and NEET/JEE aspirants about online learning.
3. Community Marketing campaign idea
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 regarding 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 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 their kids get the right resources and guidance for their exam preparation and encouraged them to try the Unacademy platform.
Solution types
Static Posts
The Big Beautiful Highlights
- In the span of just a few days, the brand achieved 78.5% positive reactions and 1731 Brand Mentions
- 72% of total Brand Mentions had high positive emotion attributes, and 52% of brand conversations were intent-based.
- There were 822 UGCs across communities, increasing from the target of 750 established before the campaign.
- 1525 users visited the website and checked links on the website.
Throughout the campaign, we helped Unacademy achieve its objective by encouraging parents and students to share stories of how an Unacademy subscription is beneficial when preparing for exams, thus making it a student favourite platform.
Top Performing Communities 🥇
Real People Real Conversations 💬
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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