This year's epidemic has caused many physical industries, including offline training, to face huge crises, but the policy of "suspending classes but not learning" has also triggered the popularity of online education, almost eliminating the need for user education.

The war always takes place in the summer, which accelerates growth and also accelerates elimination. Last summer, online education companies spent a total of 3-4 billion yuan on advertising. This year, the battle is even more intense, with sponsorship of entertainment programs and hiring spokespersons. Advertisements are everywhere, from TV stations, to WeChat Moments, TikTok, and offline in elevators, buses, and subways.

Judging from the current results, YiQixue Online School's ranking in the Appstore's education app category has rapidly risen from 76th to 5th, making it the most eye-catching online education app in the summer.

Is it because other companies don’t have enough advertising? Obviously not. Effective reach and conversion are king. Let’s take the example of the advertisement that Yi Qi Xue Online School ran during prime time before the news broadcast on CCTV-1 starting from July 17. How can a 15-second advertisement be “efficient”?

Decision: Joining the melee for the first time

YiQiXue Online School is by no means a dark horse that has emerged this year; it can even be said to be a veteran in online education.

It is affiliated to YiQi Education Technology, and its predecessor was "YiQi Homework". It has been at the forefront of the industry of online education for 9 years, has experienced the changes in the entire industry, and has survived the "red ocean".

Last year and the year before, YiQixue Online School did not join the advertising war to attract students. This summer, YiQiXue Online School launched a large-scale marketing campaign. In addition to the prime-time advertising on CCTV, it also placed advertisements during the prime time of Zhejiang Satellite TV and Jiangsu Satellite TV, as well as offline advertisements at bus stops and elevators across the country.

An online education company that has been quietly working on user experience and word of mouth has joined the advertising war for the first time. It has to be said that the entire industry is accelerating its iteration.

Scenario: Pain Points + Solutions

Why do parents enroll their children in online tutoring classes?

First, the child “didn’t learn it”. If you don’t understand something, you must learn it again. Never before has education been so important.

Second, parents “lack methods”. Because they cannot tutor the children themselves, do not have the time or simply do not know how to do the questions of today's children. Even if they can, it is not professional enough to tutor them.

The third and most fundamental one is “still want to learn”. Extracurricular tutoring is nothing more than enhancing children's interest in learning. As long as they want to learn, there must be a way to improve it.

The solutions to these three pain points all point to one point: “learning together”.

Copywriting: Brainwashing + Double Meaning

Repeating “Let’s learn together” three times in a row is brainwashing and easy to remember.

After all, every word in an advertisement on CCTV is worth a thousand dollars, so it is difficult to present the story. The story moved the users, and on July 30, YiQiXue Online School teamed up with Xin Shixiang to release a "tear-jerking" short film "Growing Upwards" to build momentum for the later stage.

The short advertisement chooses the brainwashing route, but subjectively no one wants to low-grade the brand. The creative team took advantage of the double meaning of "learning together" and created a clever combination sentence.

"Learn together" is a verb group, and these three words are also the brand name.

Slogan : Proven efficacy

The slogan of the online school is "Good teachers have the tricks".

This is to solve the problems of "why should we study together" and "why should we choose to study online together" for users.

These famous teachers are experienced online course teachers who graduated from Peking University, Tsinghua University and Harvard after multiple rounds of rigorous selection. Among them are internet celebrity teachers with millions of fans on Tik Tok. They have their own "tricks" to make children like learning.

This confirmatory slogan also makes the previous brainwashing "learn together" sentence more reasonable. For example, the originator of brainwashing advertisements has been criticized for only achieving brainwashing in the form of shouting. It is only functional, but no sufficient reason is given to choose it.

"Famous teachers have tricks" is a strong reason for users to choose to study online, and the entire advertisement stands out.

Author: 007 in the PR world

Source: PRSPY007