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How “Unlearning” can increase sales

THE BRIEF

Black Wolf was briefed to strategize, create, and implement a digital campaign, which inspired working professionals, high school leavers and college/university goers to join the Pearson Global fraternity of always learning.  

The goal was to create a strong message appeal, by using paid media and campaign landing pages in order to create a tailored user journey, and get customers to sign up for specific programmes.

THE STRATEGY

In our research and persona planning, we unpacked key insights to stay relevant in today’s ever-changing career stages.  We led the campaign under the banner #Unlearn. This sentiment, based on a human insight, allowed us to play in a more emotive space with motivational headlines, that cut through any obstacles learners may have felt about studying further.

 

In 3-weeks, our team worked to develop the strategy and implemented the campaign during the highest intake period of the year. This included mapping and developing content across all digital touchpoints. To ensure our performance marketing tactics were measurable, all digital tracking, and ROI modeling was developed. We used various channels such as Google Search, Display, Paid Social on Facebook, and LinkedIn to connect and inspire Pearson’s audiences. Using a custom-built campaign landing page, audiences were bucketed and nurtured through CRM leading to enrollments of various learning products.

THE RESULT

The campaign included various rollout elements such as video and animated content, rich paid media, landing pages, and robust real time reporting. The results speak for themselves.

  • 60% Increase in leads
  • 8400+ leads
  • 100m Impressions and page take-overs on EWN  and News 24

PROJECT DETAILS

CLIENT

Pearson

Date

29 June,, 2019

CATEGORY

Digital Marketing