Mo3lim
A research driven online campaign that reaches viewers, with minimum cost and maximum impact
Project Type
Digital Marketing
Achievements
Global Social Media Awards
Finalist for “Best Low Budget Campaign”
Challenge
Mo3lim is a distance learning platform that connects students with instructors through one-on-one online interactive sessions. The platform accommodates instructors looking for flexibility, and others looking for extra income. Instructors can set their own sessions, time and fees.
Mo3lim approached Blue Hat with a goal: get 500 instructors to sign up to the platform with an advertising budget of $3000 within a month. Other objectives of the campaign were:
Reach instructors in KSA & Jordan
Build brand awareness about Mo3lim
Educate and inform instructors about the benefits of using the app and the tools within
Intervention
We started with a research phase: gathered insights about the industry, social media trends, case studies, we looked at what local and international competitors are doing, looked at how brands that have a double-sided business model are communicating, in order to benchmark and be able to differentiate Mo3lim. We conducted interviews with multiple instructors to understand their needs and difficulties they are facing.
Once we’ve gathered these insights, we were able to develop 3 different personas. Our main target audience is instructors (grade 7 and above), 29+ years old in Saudi Arabia and Jordan. Different personas included the overworked instructor, the tech-savvy instructor and the unemployed instructor.
After gathering all insights and problems instructors are facing especially after the pandemic, it was clear to us that most of the instructors were not yet familiar with this new way of teaching online.
Given the “Hero” personality of Mo3lim, the platform is here to save the day and offer solutions, we developed different scenarios addressing each need and problem.
Then we developed the storyboards and opted for illustrations, specifically designed for Mo3lim, in order to be informative, educational and raise brand awareness. Then we recruited professionals to record voice-overs in both English and Arabic, and finally prepared the animations.
We selected LinkedIn, Facebook and Instagram as the main channels for our campaign.
We developed a Job-Posting ad on Linkedin, as it is the best, most cost-efficient way to get conversions rather than going for In-Mail ads or other objectives.
We worked on optimizing the online marketing strategy by following an A/B testing technique and launching several ads on several different platforms for identified users’ needs in order to attract the right target audience, and accordingly monitor ads to keep the cost per conversion at a minimal cost.
Results
We have utilized analytical thinking and exerted our creative resources to come up with a campaign that reaches viewers, with as little cost possible, to create maximum impact.
We got hundreds of instructors engaging with us and asking questions.
We managed to exceed our initial target of 500 sign ups with 797 overall sign ups; with Linkedin scoring 458 and Instagram and Facebook scoring 339 sign ups with an advertising budget of $500 only, keeping the cost per conversion at a very low cost.
The campaign has been announced as the finalist in the Global Social Media Awards for the “Best Low Budget Campaign”.
People Also Viewed
Blue Hat™ - All Rights Reserved.