Stressed About Exams?

From creative experimentation to 973% ROAS.

Performance marketing campaign designed to generate immediate paid customer revenue for LearnCoach through audience research, creative testing and paid-media optimisation.

Roles / Capabilities

Marketing Strategy, Creative Development, Copywriting, Scriptwriting, Videography, Editing, Audience Research, Focus Groups, Paid Media, A/B Testing, Analytics, Campaign Optimisation, Content Creation

The Brief

Objective

Generate real paid customer revenue for LearnCoach in the very short term.

Challenge

LearnCoach urgently needed to generate fresh revenue in the harsh economic conditions of the time. Marketing had to demonstrate profitability quickly and if an approach was not creating strong commercial results, it would be discarded immediately. Creative strategy therefore needed to be validated with evidence.

Key Constraints

Immediate revenue pressure, shoestring budget, short testing cycles, limited commercial buffer.

The Process

3→1

Concept 01

Concept 02

Concept 03

01 — Start wide

3 Creative Hypotheses

Three substantially different approaches were developed before committing to a campaign direction.

02 — Audience research

Ask the Audience

The concepts were taken directly to NCEA students. Their feedback challenged our assumptions and changed the creative direction.

Focus group → creative reset

One Clearer Direction

Audience evidence narrowed the creative problem before one dollar of media spend was committed.

Test Variation 01

Test Variation 02

Test Variation 03

03 — Rebuild

3 Testable Variations

The new direction was developed into three executions that could compete under real campaign conditions.

04 — A/B test

Let the Data Decide

The variations entered paid-media testing with a modest testing budget, proving which approach was most effective.

05 — Selection

Winning Creative

Once one execution clearly emerged as the strongest performer, spend was concentrated behind it.

973%

Return on ad spend

Two-week campaign

The Solution

Solution

Develop three substantially different creative approaches: one silly, one comedic but more restrained and one more informational. Focus group those directions with NCEA students and use the feedback to rethink the creative direction. Develop a fresh direction with three variations and A/B test them against each other. Once one variation clearly outperformed the others, concentrate available ad spend behind the winning creative.

Platform Optimisation

LearnCoach student reacting to a difficult exam question — 16:9

Every scene was shot in a way that allowed it to be optimised to every social media platform, when it would be run as a paid ad commercial on Meta Business Suite.

Ownership Summary

Owned the campaign end to end, including marketing strategy, creative development, writing, directing the filming, editing, audience research, focus group testing, paid-media implementation, A/B testing, optimisation and commercial outcome.

Outcome

The campaign achieved a 973% return on ad spend across its two-week run. Most importantly, it generated real paid customer revenue at a time when the startup urgently needed commercial results.

Attribution

Client

LearnCoach

Production Company

Pēnei Productions

Watch Final Ad

← Selected Work