Arena Group
A high-performance multi-site digital ecosystem.
Background
We developed a multi-channel social campaign for FutureLearn, focusing on increasing platform awareness and encouraging users to transition from free to premium courses.
The Brief
FutureLearn, an online higher education provider, offers a diverse range of courses accessible to all. They sought to boost overall sign-ups and promote conversions to their paid content through a targeted online campaign.
Campaign
Customer-centric advertising
Our approach involved creating course-specific creatives to engage distinct audiences – targeting subjects they would find interesting based on their personal tastes, or useful based on their profession.
To help foster a personal connection, the creative featured everyday learners transformed to reflect their chosen subjects – such as a medieval history enthusiast depicted as a knight. Clever copywriting highlighted the intriguing aspects of each course, enhancing appeal and interest.
Paid Socials
Social learning
Primarily leveraging social media platforms, we executed a campaign that allowed for precise targeting and personalised advertising. This strategy ensured that our messages reached the most relevant audiences, effectively driving engagement and enrolment.
