While the September intake campaign set the ball rolling for a new positioning and saw an 35% increase in enrollments, the brief for the Feb intake was a bit different.
The target audience was not just students but those that had taken a gap year to figure out, working professionals looking to switch careers, homeschoolers looking to enroll back into college and students that were dissatisfied with their current course and looking to dropout.
So, we changed our strategy a bit to focus on the target audience as the visual hook instead of the course disciplines. Everything from the video content to social media collaterals followed the same principle while we complemented it with solid RTB-focused creatives, right from the amazing faculty to the practical learning focused curriculum amongst others.