KIEN GURU
Is the member of Ruangguru, renowned for 1st ranked online learning app in Indonesia and Thailand.
However, it's such a challenge for Kien to conquer education market in Vietnam since the students here get used to joining cram school and teacher's classes. Therefore, we must find our own way to effectively approach them.
Digital channels are paramount of importance for Kienguru to raise brand awareness as well as to boost sales.
01
Lead / Conversion campaign
English Academy
Context: English courses are delivered to children online under the crisis of Covid pandemic. In order to attract more potential parents and aim to have a proper consultation, messages and conversion campaigns were launched with budget ~3000$.
Best results:
Messages: 88; Leads: 88
CPmess: ~84,000 VND; CPL: 181,000 VND
02
Lead / Conversion campaign
K12 product
Context: It's challenging for a fresh app like Kienguru to compete with other well-known rivals without a strategy of differentiating ourselves from others. Hence conversion campaign utilizing landing page is boosted significantly and related metrics (CAC, CiR, CPL) are also focused
Best results: succeeded in optimizing CPL to under 100,000 VND, down by 10% compared to prior campaign
03
Landing pages optimization
K12 Product
Seeing that landing pages play an irreplaceable role in conversion campaigns, I alongside with team revised landing page fora hundred times based on data from Crazy egg (a tool analyzing website traffic)
Results: Within 1 week newer versions launching, it saw a growth of 3x times in user registrations compared to same period, CPL decreased significantly to under 80,000 VND
Before optimization: CPL 150,000 VND
After optimization: CPL 50,000 VND
