White Rose Maths, a free resource for maths education, came to us wanting to build strong brand awareness and increase following and engagement rates across Facebook and Instagram using both organic and paid social activity. As a focus, we were asked to support the promotion of their new 1 Minute Maths app. Our strategy of using giveaways to grow the online community and then delivering a variety of organic content on each channel resulted in boosted brand awareness, post reach and engagement, evidenced by the app landing a space in Apple’s top 10 free educational apps in the app store within just a week of launching. Throughout the 3-month campaign, the paid social activity reached over 821,000 unique visitors, and led to over 1 million app downloads.
821,000 unique visitors.
White Rose Maths offers both Primary and Secondary workbooks which we promoted through PPC and paid social campaigns. The campaign for the primary workbooks had an impressive conversion rate of 8% whilst the campaign for the Secondary Workbooks had a 14% conversion rate, indicating the ads were reaching a highly relevant audience. We accomplished this by carefully testing ad copy and creative, as well as testing audience types and posts at different times of day. This enabled us to discover the most effective strategy for each platform, reduce the potential for ad fatigue and keep engagement rates up.