Promotion of an offline exhibition of foreign education through TikTok Ads: from $1.99 per lead

Work on the project of an offline exhibition of foreign education

Unique selling proposition (USP): we developed an attractive USP for our client that distinguishes it from competitors. Main features:

• Provision of prestigious education abroad.
• A diploma that is recognized worldwide.
• Immersion in the language environment and fluency in the language.
• Practical education.
• Safe countries for study.

Positioning: we identified our company as a reliable partner with rich experience and successful stories of students entering the best universities in the world. They are leaders in the field of educational services abroad and offer the following key advantages:

• Individual approach.
• Professionalism and personal experience.
• A wide choice of educational institutions.
• Free enrollment in partner schools.
• Special offers.

Creative creation: we focused our efforts on creating creative and exciting videos that would attract the attention of the target audience. The videos were short (30-50 seconds), for the most effective transmission of information and attracting attention. We needed to get 24 videos for a cold audience. To get this many videos, we created 6 different beginnings, 2 middles and 2 endings for the script. When combining them, we will get 24 videos at the output.

We created 24 videos for each country. We also performed dubbing and translation of the videos using neural networks in several languages ​​​​(English and 1-2 local languages). To understand exactly how much creative materials we would need, we used a simple methodology.

First, we determined the number of groups in our target audience. Then, we analyzed what pain points customers in each group had, and created at least two different video variations for each problem. At the final editing stage, we prepared 1-2 different triggers for each creative, addressing different pain points.

So, to calculate the total number of creatives, we used the formula: Number of Groups x Number of Pains x 2. Thus, we provided a large amount of diverse content that helps attract the attention of our audience and ensure a successful start to the advertising campaign.

In the scenarios, we revealed:

• Information about studying abroad.
• Consideration of possible objections to admission.
• Overcoming fears.
• Emphasis on secondary and higher education.

Launching creatives on TikTok:

• Turkey: We started our cooperation in 2022 with Turkey, where we launched advertising campaigns in English, Turkish, and Russian. Thanks to our efforts, the campaign in English brought the best results.
• Dubai and Tel Aviv: The next step was to expand the geography of our advertising activities. However, in these regions there was a difficulty associated with the need for a license for advertising materials, since the client is not a representative of educational institutions. We solved this problem. Since we have a partnership with this platform, we used high-trust accounts and collaborated with technical support to successfully launch advertising campaigns in these regions.
• Kazakhstan: In 2023, we started promotion in Kazakhstan, focusing on the Russian-speaking audience. We used video content to attract the attention of potential visitors. As we expanded the market, we decided to simplify the experiment and promote our services only in Almaty (Kazakhstan). This gave us the opportunity to carefully evaluate the results and ensure an increase in the number of leads.