Matharoo offer weekly maths problem worksheets to parents and teachers across Australia. A low price point, Australian pop-culture references and creative, worded problems means these sheets were perfect for keeping kds across the country engaged with maths during the lockdown.
There was just one problem.
Matharoo had tried Facebook ads previously, but been unable to generate any interest.
The brief to Local Digital was simple – promote Matharoo on Facebook and generate leads from Aussie parents interested in the worksheets.
We proposed running a Facebook campaign, targeted at mothers and parents across Australia.
The campaign sent traffic to the landing page pictured here, with a very compelling offer – get a free worksheet if you submit your details.
When parents opted in for the worksheet, they were added to an email campaign. This sent them the worksheet, then also sent them a range of follow up emails with upsell offers to try and push them towards subscribing to one of the paid options.
We set up a second landing page, dedicated to the special offer, which encouraged visitors to subscribe to the plan, and sent all of the traffic from the email campaigns to this page.
Over the course of the Facebook ads campaign, we tested a range of audiences, including mothers, fathers, parents in general, broad audiences to let Facebook determine the best placements and, of course, lookalike audiences based on the people that had converted.
The campaign converted like wildfire, with nearly 1 in 3 people that landed on the page subscribing for the free worksheet:
Testing different audiences allowed us to hone in on the cheapest leads possible. Cheaper leads meant on the back end, the ROI would be stronger when Matharoo converted the leads into customers:
