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