grupo planeta - education lead generation
19
experimental concepts
8
final Videos
20000
clicks
29%
lower cpa
1.4%
lead to sale
The brand
Grupo Planeta is one of the leading publishing and media groups in Spain, Portugal and Latin America. They are increasingly focusing on the Learning and Universities industry and they offer a wide range of learning offerings geared towards the current demands of the labour market. They have partnered with one of the top Business Schools in Spain to market their online Master programmes to potential new alumni in Spain.
the challenge
After getting great results with Social Media and LinkedIn, The Digital Performance Department of Grupo Planeta wanted to start promoting their latest Online Master Programmes (High Ticket Sale Offers) on TikTok. They wanted to experiment with this new channel and they expected a great Audience Fit. TikTok’s audience of young people surely presented a great opportunity for Grupo Planeta to reach their target audience and to convert them with Performance Marketing Campaigns.
Due to the nature of Tiktok, the company faced a challenge in producing the right creatives for their campaigns and they were looking for a trustworthy partner that can deliver the right quality and quantity of Video Creatives to facilitate the success of their Lead Generation Campaigns on TikTok while at the same time bringing brand safe content which would fit into the corporate standards of the Business School.
Mechomi was trusted with:
- Creative Ideation and Conceptualization
- Video Production
the solution
We started with our Concept Ideation and we decided to direct our efforts on 2 different fields – evergreen concepts and trend-based concepts. We created variations with multiple angles in order to deliver an engaging message to the TikTok audience aligned with the brand-safe guidelines of the Business School.
We were required to be very meticulous with casting of the talent for the video production. This meant we needed to dig deeper and analyze the Buyer Persona in details in order to select talent that would fit better into the brand image and the audience.
Another important aspect of this Project was the fact that we needed to make Video Creatives meant for Lead Generation Campaigns in the Online EDU Space. Thankfully we are happy to have experienced professionals in Performance Marketing in our team who took the challenge and delivered exceptional concepts that were aligned with the brand but also brought results!
Overall during the month of September 2021 the campaigns achieved almost 20000 clicks and with ongoing optimization reached 29% lower CPA than the Target. The 1.4% Lead to Sale conversion rate was also in line with the rate achieved with other Social channels. These were High Ticket Sale Offers, so the CR might look low at first hand but in reality, the campaigns were profitable and Grupo Planeta was confident in keeping their activity on this Channel, praising our work!
What we Learned
It is always difficult to convince traditional brands with formal and serious image to test TikTok. This client was open enough to test the channel and by closely cooperating with them we managed to find the right balance between TikTok’s native look and the business-centric look needed for this project.
As we’ve proven in this case study, it is not impossible but requires more planning and longer initial experimentation and learning phase. Due to the low frequency of Sale conversion events, it is useful to analyze the sales funnel and to uncover event signals with higher frequency, like Leads or others, that mark conversion behaviours. Experimentation with longer funnels to pre-qualify leads can also improve performance.
This is mainly due to the fact that we need to balance between the requirements of the external stakeholders and the requirements of the Channel. Making videos that fully comply with the requirements for traditional, business, serious look won’t work well enough, while making fully Tiktok-native videos won’t convince the Client. Finding the fine balance between these extremes is a loved challenge for every creative team!
the client's verdict:
