⚡ Overview

The case study given below was for my work as a Social Media Strategist for an education consultancy named Writers Qi (India).

While there, I handled the brand’s Instagram, Facebook, and LinkedIn accounts. Below is a case study on how we generated 150 leads for global entrepreneurial competition.

⚡ Testimonial

Akash undertook the responsibilities of all marketing-related activities in the organization, and I've been consistently impressed with his performance and attitude. He's a quick learner and can digest information quickly, which was evident in the marketing strategies he curated on the job. He confidently handled our Instagram, Facebook, and LinkedIn accounts and our Email Marketing platform (Wix) during his employment.

— Anjali Raghbeer, Founder & Managing Director, Writers Qi

⚡ Goal

Through a brand collaboration, we had to market our collaborator’s global entrepreneurship competition for high school students. The main goal was to generate as many applications as possible from our target audience — high school students.

⚡ Problem

Since our target audience tends to use Instagram the most, we chose this platform as our primary marketing channel.

Most high school students are unaware of global competitions targeted towards high school students, especially in the entrepreneurship space, so the issue was targeting an unaware audience and converting them to hot leads.

⚡ Strategy & Process

Since we had three weeks to gather as many applications as needed, I devised a marketing strategy involving organic reach + use of ads. The reason I made use of this combinatorial approach is because that would be the best way to target an unaware audience.

I devised the posting strategy and ads strategy (within the client’s budget) and gave directions to the graphic designer to ensure the messaging was clear and concise.

We used a combination of carousels, reels, and IG Lives to educate our audience throughout and create a buzz!

We launched a two-week campaign introducing educational posts on how entrepreneurship can help students even at the high school stage. Examples of posts can be found below.

Then, we moved on to directly advertising the event by introducing our partners and discussing their programs. Once we established them as a leader in the global education space, we began providing details of the event and redirecting the audience to our lead-generating funnel.

Ads/ Stories/ IG lives > Link in bio > Registration Form > Lead capture

⚡ Results

We were able to reach over 71000 accounts during this period and generated a total of 150 qualified leads that applied to the program!

We eventually retargeted the same audience for various other programs and have had a successful conversion rate of 1-5% in July & August 2021.

Instagram Account Insights after the strategy was implemented 📈

Needs results like this for your Instagram account? Check out my Services page, and contact me!

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Posted Dec 11, 2021

Here's a breakdown of how I helped an education consultancy grow their Instagram account & generate leads for a global competition

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Writers Qi