ABOUT THE COMPANY & CHALLENGE
HashLearn, India’s pioneering on-demand tutoring app, revolutionizes education by instantly connecting students with top tutors from prestigious institutions like IITs and BITS, offering anytime, anywhere learning. Catering to students from Class 8 to 12, preparing for various boards (CBSE, ICSE, State) and competitive exams (IIT-JEE Main & Advanced, BITSAT, NEET, VITEEE, MU OET, SRMEEE, AIPMT, State entrance exams), HashLearn ensures a comprehensive educational experience.
The challenge at hand was formidable: a mere 15 days to strategically choose channels for driving relevant traffic. This encompassed the intricate tasks of crafting user personas, developing creatives, and preparing compelling content for the imminent launch. The urgency of the timeline demanded a swift yet meticulous approach to ensure the successful deployment of an effective and resonant marketing strategy.
EXECUTION STRATEGY
Following the creation of user personas, our strategic approach centered on Google Search Ads, Facebook Ads, and Quora Ads as primary channels in the paid segment to drive targeted traffic aligned with the identified personas. Surprisingly, our research unveiled a hidden gem in the form of substantial organic traffic flowing to educational material and notes on academic subjects and entrance exam-related queries present on the company's blog.
Upon analysis, Quora emerged as the standout performer, boasting an impressively low CAC for enrolment at just Rs 17. While Google and Facebook channels proved relatively more expensive, they still fell within the acceptable cost parameters. Despite primarily serving as drivers for the post-registration referral program, both paid channels significantly contributed to registrations.
The combined impact of the referral program and the organic traffic surge propelled us to achieve a remarkable milestone of 8500 enrolments within a week of initiating the campaigns, maintaining an impressive overall average CAC of Rs 8 per enrolment. This success underscored the efficacy of our multi-channel strategy in not only attracting registrations but also optimizing acquisition costs.