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Abwaab

Back-to-School Campaign for Leading eLearning App

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OVERVIEW


As the Marketing Lead for Abwaab, a premier e-learning platform, I spearheaded the highly successful Back-to-School (BTS) campaign aimed at driving app downloads, signups, and brand awareness across seven MENAP countries: Jordan, Iraq, Egypt, KSA, Pakistan, Qatar, and Kuwait. Running from August to September, the campaign targeted both students and parents, aligning with key educational milestones and cultural nuances.

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GOALS

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  • Boost app signups and engagement while improving app store rankings.

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  • Elevate brand awareness in the MENAP region and drive website traffic.

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  • Generate leads for premium features and free trials.

 

STRATEGY

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  • Developed a multi-channel PPC strategy, tailored to each country’s local preferences, trends, and educational landscape.

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  • Collaborated with local influencers, bloggers, and celebrity teachers to build credibility and trust, ensuring the campaign resonated deeply with parents and students alike.

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  • Created culturally sensitive ad copy and visuals, reflecting each market’s unique values, traditions, and education needs.

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  • Utilized lead magnets such as past papers, study guides, and webinars to generate leads for Abwaab’s premium features, offering students a compelling reason to engage with the app.

 

EXECUTION

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  • The campaign launched in early August, with real-time monitoring of ad sets to fine-tune bids and targeting for optimal results.

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  • Engaged in A/B testing of ad creatives and landing pages to maximize conversion rates.

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  • Set up dedicated landing pages for lead generation campaigns, featuring clear calls-to-action and lead capture forms.

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  • Implemented personalized email nurture sequences, aligned with each market’s communication style, to enhance engagement and conversions.

 

RESULTS


The BTS campaign was a tremendous success, surpassing all key objectives across the MENAP region:

  • App downloads increased by 120% on average across all markets, compared to the previous month.

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  • App signups surged by 95% on average, creating a strong and engaged user base.

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  • App store rankings improved significantly, with the app trending in each market for several weeks.

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  • The campaign generated over 1 million impressions and 50,000 clicks on ads in each market, boosting brand visibility.

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  • The lead generation campaign brought in over 4,000 leads per market, with a conversion rate of 35% from lead to paying customer.

 

CONCLUSION


By combining in-depth market research, local influencer partnerships, and carefully crafted ad strategies, the BTS campaign not only achieved but exceeded expectations in every market. Abwaab saw significant growth in downloads, signups, and lead generation, positioning the brand as a top contender in the eLearning space across the MENAP region.

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