A single advertisement was exposed over 150,000 times, and the promotion was explosively promoted in the circle of friends of overseas study agencies!

Invisible poor parents, tutoring phobia, cram school freedom, Shunyi mothers... These keywords that once flooded the circle of friends in 2019 all reflect the parents' concern for their children's education. With the improvement of the quality of parents, the rise of the middle class, the severe situation of enrollment in higher education and other factors, parents are paying more and more attention to their children's education, which has also ushered in a period of vigorous development for the education market.

1. Case Background

Founded in 2018, Yitong Study Abroad is a professional service organization focusing on providing study abroad planning, study tour services, and study abroad guardianship in Malaysia, Singapore, Australia, New Zealand, Canada, and the United Kingdom. In 2019, the agency launched a brand promotion campaign through Tencent Moments advertising and increased its visibility.

Yitong Study Abroad Reception Hall

What we saw was WeChat Moments advertising. WeChat has become a must-have chat tool for everyone, and it reaches a very wide range of people. Due to its influence, we came without hesitation. ” said the advertiser.

Students and parents consult staff about studying abroad

During the specific process of brand advertising, Yitong Study Abroad's admissions and operations team and Tencent Advertising's optimization team conducted in-depth analysis. They first gave a clear portrait of the target customer group, locked in high-quality users through keywords, and then used a combination of various delivery techniques and made real-time adjustments based on the delivery situation, attracting the attention of more potential customers.

1. Use the targeting function to lock in high-quality users

Enter 100+ keywords, for example: studying abroad, preparing for study abroad, studying abroad at a young age, study abroad institutions, studying abroad, etc. Set the action validity period to 30 days, and locate high-intent users in multiple dimensions.

2. Adapt to audience habits and lock in high-frequency time periods

3. Customize featured copywriting based on potential customers’ pain points

During the promotion, Tencent Advertising’s service team also provided us with a lot of help and guidance.

For example, optimizers can optimize materials in a timely manner, provide guidance on setting up activities, and track results, etc. They are professional and responsible. ”