Product/Service
Vibgyor Schools, a prominent network of educational institutions, aimed to increase their brand visibility and student enrollments through targeted advertising during the high-profile IND vs Aus Test Series, leveraging Hotstar’s extensive digital reach.
Objective
The primary objective of the campaign was to elevate Vibgyor Schools’ brand recognition among families and young parents, ultimately driving inquiries and admissions. By associating with a major sporting event watched by millions, Vibgyor Schools intended to position itself as a top-of-mind choice for quality education.
Target audience
The campaign targeted middle to upper-middle-class families with children in school-going age, specifically focusing on cricket enthusiasts who are likely to watch the Test series, thus ensuring the message was seen by potential decision-makers in household education choices.
Geography
The campaign was geographically targeted at Indian audiences where cricket viewership and internet penetration are high, matching the profile of potential Vibgyor Schools parents.
How Did Vibgyor Schools Aim to Boost Brand Visibility by influencer marketing
Vibgyor Schools incorporated influencer marketing into their strategy by collaborating with popular cricket analysts and family influencers on social media. These influencers shared personalized content about balancing sports and education, subtly integrating Vibgyor’s educational messages. This approach helped in reaching an engaged audience and added a layer of credibility through trusted voices within the community.
What Strategies Did Vibgyor Schools Use to Identify and Engage Their Ideal Audience?
Vibgyor Schools employed a multi-faceted strategy to engage their audience:
- Segmentation: Using data analytics to segment the audience based on their viewing patterns, preferences, and demographic details available through Hotstar.
- Personalized Ad Content: Tailoring messages that resonate with the emotions of cricket fans, highlighting discipline, teamwork, and excellence — qualities essential in both sports and education.
Campaign Execution
Results
The campaign was a success, delivering slightly more impressions than planned:
- Total Planned Impressions: 943,333
- Total Delivered Impressions: 944,587
This precise targeting and execution led to an increase in brand awareness and an uptick in inquiries about admissions post the series, indicating effective audience engagement and interest generation. The campaign’s alignment with a widely watched sports event and its strategic use of influencer marketing proved pivotal in achieving these results.