How a Top-of-Funnel Strategy Transformed a Children’s Education Brand
- Brand Awareness
- Cost Efficiency
- Higher Engagement
- Incremental Growth
- Top-of-Funnel Strategy
Key Insights in Numbers:
12.5%
below target
Pre-Top of Funnel (TOF) Campaign CP
55%
below target
Post-TOF Performance Campaign CPA
3 min
Content Engagement Time
The Challenge:
The brand’s internal performance marketing campaigns had stagnated, with CPA holding steady despite ongoing optimisation efforts. Growth had stalled, and conventional strategies were no longer delivering meaningful improvements.
The key challenge was to reduce the CPA while simultaneously boosting overall campaign performance and increasing awareness of the product.
Our Approach:
We recommended implementing a brand awareness strategy to attract and educate new users through engaging and informative content. Rather than focusing solely on immediate conversions, these Top Of Funnel campaigns prioritized driving meaningful user engagement and building a strong connection with the target audience early in the customer journey.
We designed articles to build awareness and foster brand affinity by delivering value upfront; these pieces highlight the product’s core benefits, emphasizing how it helps reduce screen time while simultaneously boosting literacy skills. By clearly communicating these unique value propositions, these campaigns would resonate with parents and educators seeking effective and balanced solutions for children’s learning and well-being.
To maximize cost efficiency and reach, the campaigns leveraged ad networks such as Taboola, Nextdoor, and Pinterest, which offered targeted access to incremental audiences through a diverse network strategy.
Results:
Through our combination strategy of brand awareness and conversion, we observed significant improvements, including:
- CPA Reduction: Performance campaign CPA was 55% below target within 7 weeks.
- Brand Engagement: Average time spent on content exceeded 3 minutes on some networks.
- Additional Value: Brand awareness campaigns also delivered efficient CPAs constantly below target, demonstrating substantial incremental impact.
Disclaimer: The images included in this case study are for illustrative purposes only and do not depict the actual client or their materials.
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