Tuition Kit is a revision portal for students taking GCSE and A-Level exams in the UK. The website features video courses for GCSE Maths, GCSE English, GCSE Science and A Level Maths. The website was receiving limited traffic from social media before we started work.
Tuition Kit challenged Exposure Ninja to curate viral posts and generate maximum engagement for their Facebook page during the exam season. We had 10 weeks in which to grow the social media following of the Facebook page, curate viral posts that gained engagement from Tuition Kit’s target audience and increase social media traffic clicking through to Tuition Kit’s website.
In order to grow the Facebook page, we focused on a viral post strategy. At the beginning of the social media campaign, our team sourced memes and gifs with captions relating to exam revision. These memes were mostly pop culture references that were relevant to the 14 – 18 age group being targeted. A small budget of between £1 – £6 was allocated to boost each post.
In between the meme-based posts, our team ran competitions to win Amazon vouchers. The competitions were ‘like and share’ based, encouraging Facebook users to the like the Facebook page and share the post to their own Facebook friends. The competitions were particularly popular with parents of students who had liked the page and increased the reach of Tuition Kit to this secondary target audience.
Over the course of 10 weeks, Tuition Kit’s Facebook page likes increased by 1,496. Daily posts on Facebook featuring funny memes relating to exam revision went viral on a daily basis, reaching 100,000+ users and generating 1000+ engagements per post.
Example 1: Our most popular meme reached a whopping 269,000 people and gained 3.6K likes, 1.2K shares, and 1.4K comments. The post was boosted for a budget of £4.
Example 2: This post gained 5.6K likes, 391 shares and 600 comments. The post reached 35,000 people in total. The post was boosted with a budget of £6.
Example 3: This post gained 1.6K likes and reached 35,000 people. The post was boosted with a budget of £1.
Example 4: This post reached 49,000 people and gained 2.3K likes. The post was boosted with a budget of £2.
Example 5: The competition to win an Amazon voucher ran for two weeks. The competition was seen by 33,000 people, liked 816 times, shared 933 times and received 735 comments. It generated a huge increase of 600 page likes.
During the first month of working with Exposure Ninja, the website received 1,149 increase in social media traffic. New users to the website via social was up 1,238% in the first month.