Labour India
CASE STUDY
Record sale of 3000+ digital educational products
About Client
The brand Labour India is quite close to the hearts of Keralites, young and old alike, for whom the magazine has served as a friend, philosopher and guide by helping them out in fulfilling their educational dreams. From primary classes to higher secondary level, almost 95% of students educated in Kerala must have referred to the magazine at least once. Accessible even to the people from humble walks of life due to the low price, Labour India offers quality content presented in an effective manner. Labour India as a brand has grown from modest beginnings to establish itself as a pioneer in the industry for educational magazines, journals, research and community services. Though they were contributing to society so magnanimously, they weren't updated digitally.
Campaign Objective
With the emergence of online classes and large accessibility of e-Learning publications during the pandemic, the client faced a critical situation as the magazine sales went down steeply. This is when the concept of digital magazines was thought of. Our campaign objective was primarily to launch the educational magazines and products of Labour India on the digital platforms and leverage the prospects of digital branding and sales to expand the reach of the brand.
Challenges
- Severe competition from players like Byju's and WhiteHat Jr in the educational market.
- Stepping into the digital arena and building a stable foothold in a short span of time seemed to be a daunting task even though the brand carried a historical legacy tag with it.
Our Approach
We centered our approach on the following unique selling points of the brand - superior quality content, availability at affordable prices as compared to the overpriced products of the competitors, the sentimental value that has resonated with the audience for years and the unmatched legacy. Through emotional marketing, we carefully used the brand values to instill aspirations and dreams. Being one of the top social media marketing agencies in Calicut, Kerala, we strengthened our campaigns by bringing into play Influencer marketing through native endorsements. The Ad creatives and copies were drafted and published in a manner that they conversed directly with the target audience and implicitly nudged the target audience to take the action of subscribing to online magazines through careful selection of Call to Action (CTA) buttons.
The Result
3000 +
Product Sales in 30 days
70%
Increasing Product Sales
35%
Increasing Organic Traffic
Ad Types
Facebook and Instagram Ads
In order to obtain the expected outcomes, we made use of social media platforms like Facebook and Instagram to advertise about our client and their offerings. Through Facebook and Instagram Ads, YouTube Ads, we touched the emotional value associated with the brand. Influencer Marketing was the game changer where a vernacular approach was used for optimized performance and campaign efficiency.
Google Ads
We made effective use of Google ads like Google search ads, Google Display Ads, etc. to promote the products of our clients, and we were successful in leveraging these tools to achieve the expected outcome.
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