Summary
Geneo Esekha is a case study of smart marketing by using sharp targeting into a niche and the use of best practices including working with 15 second films & astute digital & TV buying to ensure that the money goes further..
Challenge
The goal we set out to achieve was to build Geneo Esekha into the most dominant K12 Edtech brand in West Bengal. Since our focus was addressing the middle and the bottom of the pyramid – our target group was aften homes with parents who were not technologically savvy. The children however, are often savvy especially with the mobile phone. We needed to talk to parents (who would bless the purchase and fund it) and students who would have the ability to choose, buy and use it. While Schoolnet has awareness among schools across Bengal and India. The Schoolnet and Geneo awareness among students and parents was negligible. This was essentially a brand relaunch and we needed to make it count in terms of brand awareness lift, increase in search volumes, credibility, web traffic, etc. Hopefully these would lead to more interest in the brand and more purchase through the lead gen and app download campaigns. The more immediate goal was to maximize impact without burning big budgets, focusing on reaching tier 2 and 3 town parents and students who were less tech-savvy.
Objective
Geneo Esekha is a K12 Edtech App brand from Schoolnet, a 40 year old Edtech Brand which has been working with schools across the country helping them with their digitisation. The Edtech market which is even worse than before, was highly competitive by the time Geneo Esekha was to be relaunched in mid 2022. But the saving grace for Geneo Esekha was that it was a Bengali App addressing school students and schools in grades 5 to 12 . The only other Bengal focussed competitor was spending a reasonable amount on media and also had a celebrity endorser supporting its communication. All other brands that we were competing with were national players with Bengal being an additional market for them. Geneo ESekha pushes the agenda of the service orientation that Schoolnet stands for. The focus of Geneo Esekha was to address and help uplift the education standards in the middle and the bottom of the pyramid. This meant addressing schools in tier 2 and 3 at the lower end of the fee spectrum. Amidst the fierce competition in the EdTech industry, we needed a strategic, cost-effective approach to elevate Geneo eSekha and dominate the West Bengal Edtech market.
Strategy
Apart from being one of the few Edtech Apps in Bengali one important fact about Geneo ESekha was that its content was aligned to the School Curriculum – i.e. the Bengal Board. Almost page by page. This was an important attribute because some of the other brands were faulted for being great for general knowledge but not for excelling in school academics. The App also vivified the content through the support of videos, infographics, live teacher support etc. – all of which made the process of learning more interesting and stimulating. Since this was a relaunch campaign, we wanted to create a 4 part campaign with functionally strong messaging. Each individual film was of 15 seconds keeping in mind the fact that attention spans on social media tend to plummet after the 10th / 15th second. The four-pronged campaign strategy began by positioning Geneo eSekha as an app for self-learning post-school hours, emphasizing "Schooler Sathe Choluk Sekha." Leveraging the power of television, Geneo Esekha reached parents, students, and teachers through satellite and OTT platforms. Digital, print, and outdoor channels provided additional strategic support. Influencer outreach was integrated to enhance engagement and conversations.
Data
The Geneo eSekha campaign's success lies in its meticulous strategy catering to the unique dynamics of the West Bengal market. The utilization of short-format content, TV's expansive reach, and influencer engagement ensured a comprehensive and impactful approach. The outstanding growth metrics not only validate the campaign's success but also reflect the resonance of Geneo eSekha's offerings with the target audience. The comments and reviews further affirm the campaign's effectiveness in creating a positive brand perception. Geneo eSekha. Schooler Sathe Chaluk Sekha.
Solution
Results
The campaign delivered exceptional results, with 80% + completion rates on digital. The 15 seconders helped us deliver higher frequency on TV. TV (Satellite & OTT) achieved substantial views in West Bengal, and digital support further expanded reach and impressions. Influencer outreach generated millions of engagements. The campaign exhibited outstanding growth metrics, including * a 550% increase in new app users, * a 215% surge in organic brand searches, * and thousands of new web users. The lower average cost per reach showcased the cost-effectiveness of the strategy, resulting in considerable brand lift overall.
