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EV Smart Book

  • Websites & Apps
  • Transmedia Storytelling
  • Social Media
  • Online Advertising
  • Digital Influencers

BRIEFING

Escola Virtual, an educational project by Porto Editora, needed to relaunch the EV Smart Book app in the beginning of the 2018/2019 school year.

With an optimised version, it was intended that the app, among other new items, had a gamification strategy, which would turn in weekly, monthly, and quarterly prizes, and also a final prize at the end of the school year.

The main objective of this new strategy, which extended across various media platforms, was to increase the awareness of the app among students, promoting its installation and continuous use as a study tool.

This transmedia campaign started offline, with dissemination in schools and TV commercials. The next step was to spread the digital strategy throughout the school year, with the continuous creation of differentiated content, community management on social networks, segmented and targeted online advertising and, of course, the identification and management of influencers.

EV Smart Book

CREATIVE INSIGHT

Studying can be boring. It is not always easy to make studying appealing. But what if we turn it into a game, where is there is the notion of a competition? Being a child means being curious, wanting to be better, achieving goals and winning the trophy. In fact, no one wants to be left behind, they want to move to the next level. Thus, the EV Smart Book claim was reached:

Take Study to Another Level.

EV Smart Book

STRATEGY

Based on the concept Take Study to Another Level, the Virtual School presented a new tool for studying and winning prizes to students from year 1 to 6.

The basis of this strategy was set on continuous communication with the app's target
audience, through social networks.

Thus, after the campaign was launched, communication was supported by the constant creation and sharing of content to assist and motivate the use of the app throughout the entire school year.

Content sharing was done:

  • On Facebook
  • On Instagram
  • Through Influencers
  • In online advertising (Google Ads and Facebook and Instagram Ads)

DIGITAL MEDIA & INFLUENCERS

A digital media plan was drawn up to enhance the brand’s strategy, taking place on social networks (Instagram and Facebook) and Google:

  • On Facebook Ads (which includes Facebook and Instagram), three campaigns were carried out:
    • Raising fans, to make communities grow and make the app known to both potential users, parents and teachers.
    • App installations. This campaign took place only on Instagram, to impact the target audience. This campaign has been optimised, not only for the Android and iOS operating systems, but also for other systems the app is compatible with.
    • Traffic to Landing Page. An Instagram and Facebook campaign was launched to buy traffic to the Landing Page just for the first month and a half of the campaign. In just 45 days it garnered around 1,000 visits.
    • On Google Ads there were also three distinct campaigns:
      • YouTube network, in which the various TV adverts were used, but in different formats.
      • Search Network, for landing page traffic.
      • Display network, also for landing page traffic.

 

INFLUENCERS

Two YouTube and Instagram influencers were selected to produce content throughout the school year. The chosen influencers were Catarina Perez and Tomás Silva.

Followed by thousands of children aged between 6 and 12, these influencers were essential in the production of family friendly content. For these reasons, they were selected to support the EV Smart Book's Take Study to Another Level campaign.

EV Smart Book

RESULTS

In the first quarter of the campaign, between October and December 2018, the EV Smart Book app was downloaded over 100,000 times.

More than 2,000 likes were garnered on Facebook, and more than 1,200 followers on Instagram. With the advertising campaigns, during this period, we took more than 32,000 people to the Landing Page.

These are very positive results for Porto Editora and reflect careful and committed  work on the various fronts of a joint Transmedia Storytelling strategy between Opal and Brandtellers!

WEBSITE

A support landing page for the Take Study to Another Level campaign was developed.

This page was created to aggregate all the information about the EV Smart Book app:

  • Its presentation, with an installation link to different stores;
  • The prizes’ presentation, with their corresponding description;
  • Student rankings, where there is a clear identification of the 20 students with the most points for each competition;
  • The winners of each competition;
  • Frequently Asked Questions;
  • The regulation, with all the rules regarding the app's gamification dynamics.

 

EV Smart Book