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Byju's: Transforming Experiential Marketing at KidZania Delhi NCR
Overview
Byju's, officially known as Think and Learn Private Limited, is an Indian multinational educational technology company headquartered in Bengaluru, Karnataka. Founded in 2011 by Byju Raveendran and Divya Gokulnath, the company offers a range of educational products, including BYJU'S - The Learning App, which provides learning programs for students in classes 4-12 and for competitive exams like JEE, NEET, CAT, IAS, GRE, and GMAT.
Byju's, India's leading edtech company, aimed to enhance its physical marketing efforts to engage young learners and parents effectively. To achieve this, they partnered with KidZania Delhi NCR, an interactive edutainment theme park designed for children. However, they needed a strategy that would maximize engagement and optimize conversion rates while managing campaign costs.
Byju's, India's leading edtech company, aimed to enhance its physical marketing efforts to engage young learners and parents effectively. To achieve this, they partnered with KidZania Delhi NCR, an interactive edutainment theme park designed for children. However, they needed a strategy that would maximize engagement and optimize conversion rates while managing campaign costs.
The Challenge
Despite the strategic location and branding at KidZania, Byju's faced key challenges:
- High Campaign Costs: Running an experiential booth at KidZania required significant investment.
- Limited Engagement: Fewer children interacted with the booth than anticipated.
- Low Lead-to-Sale Conversions: While many children participated, the actual conversion to product sign-ups remained low.
- Seasonal Peaks: Engagement was highest during summer vacations, leading to inconsistent year-round performance.
Our Approach
To maximize impact and engagement, we implemented strategic marketing enhancements:
- Interactive Learning Experiences: We designed gamified quizzes and educational challenges tailored for children, making learning fun while subtly introducing Byju's offerings.
- Reward-Based Engagement: A "Certificate of Achievement" was introduced for participants who completed quiz activities, boosting motivation and interaction.
- Parent-Focused Awareness: Activities were structured to encourage parental involvement, ensuring Byju's value proposition reached the decision-makers effectively.
- Data Collection & Retargeting: We optimized lead capture mechanisms for follow-ups, enhancing engagement beyond the booth experience.
Results & Impact
The strategic interventions led to significant improvements:
- Increased Footfall: The number of children engaging with the booth increased to 180-220 per day.
- Enhanced Brand Awareness: The interactive and rewarding nature of the activities improved brand perception among both children and parents.
- Improved Conversion Rates: The lead-to-sale conversion rate doubled to approximately 8-10%.
- Revenue Growth: The campaign contributed to an increase in revenue by INR 43.2 million.
- Reduced CPA: The cost per acquisition decreased by 75%, making the campaign more cost-effective.
Strategy That Transforms ✨
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Srv Singhania is the Global Marketing & Branding Strategist.
