Summary
Geneo (from Schoolnet) was a brand committed to celebrating children's individuality in learning and was propagating the viewpoint that ‘Because everyone learns differently'. The Parent Anthem took the brand's philosophy a bit further and wanted to evangelise getting the kids out of the ‘study pressure cooker'
Challenge
It was a campaign for Children's Day and the primary objective was to shift parental attitudes from comparison to embracing diverse learning styles, aligning with Geneo's philosophy. Challenges included countering the negative impact of parental pressure and fostering an environment that celebrates individuality. This was to be a social media campaign and therefore addressed a general demographic as available on social media. Therefore there were no privacy or addressability issues specifically.
Objective
In the landscape of EdTech, Geneo recognized the detrimental impact of parental comparisons on a child's learning journey. The Geneo Learning Platform was designed to acknowledge the uniqueness of every child's learning style, emphasizing, "Because every child learns differently." Leveraging AI, Geneo tailored education pathways based on individual capabilities. The campaign aimed to address this insight and establish Geneo as a beacon of personalized learning. Parental pressure on children especially for education and grades has caused a lot of heart-burn – stories we have all come across and experienced. And Geneo, as a responsible brand from the Schoolnet stable wanted to take a strong stance against that parental behavior. But, of course, with a positive tonality.
Strategy
The campaign began by asking parents about their approach to their children's studies, capturing authentic responses. Collating these insights, a song, the "Parents Anthem," was created to be unveiled on Children's Day. The lyrics encapsulated valuable advice from parents, promoting stress-free learning. Social media platforms were strategically chosen, with teaser posts and a final reveal. The campaign creatively reinforced Geneo's message of personalized learning, aligning with its AI-driven customised learning pathways.
Data
The success of the Children's Day campaign affirmed the resonance of Geneo's message. The strategic synergy of authentic responses, a catchy anthem, and cost-efficient promotion led to the success. Beyond short-term metrics, the campaign laid the groundwork for sustained brand recognition and engagement. Geneo's commitment to celebrating individuality in learning was not only communicated but also embraced by the audience, marking a significant step in the brand's journey.
Solution
Results
The Parents Anthem achieved remarkable reach and engagement. On Facebook, it reached 727,814 people, garnering 1,359,774 impressions. The video received 792,865 engagements at an astonishing cost of ₹0.01 per engagement. Instagram saw a reach of 2,615,862 people and 4,245,855 impressions, with 629,520 post-engagements at ₹0.02 each. These metrics highlighted the campaign's effectiveness in grabbing attention and resonating with the audience, all achieved with a budget of just ₹10,000.
