““As one of India’s premium coaching institutes with an exhaustive CAT program, we wanted to reach out to all MBA aspirants who dream of walking through the doors of the IIMs. We wanted our mode of communication to be similar to our pedagogy – driven by innovation & the pursuit of excellence. As the world’s largest lock screen platform, Glance amplified our message through friction-less storytelling & helped us make our brand synonymous with CAT preparation. Given the impact we could achieve by leveraging Glance’s unique proposition of integrated native advertising on screen zero, we see this partnership as the first of many more to come. ”
For the past 26 years, Career Launcher (a part of CL Educate Ltd) has firmly established themselves as one of India’s premier coaching institutes. A house-hold name in test preparation, Career Launcher has been key in thousands of students giving their careers a new, exciting turn. Their MBA CAT coaching deserves mention for offering one-on-one mentorship to students, with regular mock tests & constant performance analysis – a combination that has led to about 1500 admits from premium IIMs in 2020 alone.
Given the role that Career Launcher could play in the final leg of CAT preparation, the institute wanted to reach out to IIM aspirants and encourage them to sign up for the Career Launcher MBA program. July onwards is when test takers need to tie up all the loose ends and put their best foot forward for the final exam. The institute wanted to enhance their chances of cracking CAT through unmatched coaching & guidance. In order to resonate with millions of students, Career Launcher took to the lock screen, letting non-intrusive, vivid ads do all the talking.
Apart from exploring regular social media marketing activities, Career Launcher was interested in utilizing the power of screen zero to communicate with their key audience of 20-30 Y/O male & female IIM aspirants. Glance static ads not only allowed them to take over the exclusive digital real estate of the lock screen, but do so with full-screen, un-skippable visuals. A crisp creative treatment worked its magic and so did relevant, human-centric communication.
As mobile’s front page mirrored the aspirations of millions, the brand was successful in making a place in the hearts of millions of budding business leaders.
The campaign’s key goal was to position Career Launcher top-of-mind of IIM aspirants, in turn boosting website traffic. During the entire duration of the activity, the brand’s message resonated with 5.2Mn unique users, garnering 11.5Mn impressions. Striking creatives and an overall frictionless ad experience was also successful in achieving a CTR of 1.71%.
Not only that. In times like these when users are grappling with ad fatigue and have stopped registering ad banners altogether, this campaign enjoyed an average dwell time of 20 secs. A high number of engaged users was recorded with more than half of the audience finding the ads to be relevant and associating it with Career Launcher.
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