QS Apply Digital Marketing Campaign

QS Africa is a leading platform dedicated to connecting students with global education opportunities. Their mission is to empower students in Africa by providing them with access to world-class education institutions and study-abroad programs.

In line with this mission, we were tasked with driving registrations to the QS Apply Event scheduled for 21st September 2023.Additionally, we also handled the printing of their collaterals, including flyers and pens for the event.

Our Role

Our task was to promote the QS Apply Event scheduled for September 21, 2023, driving registrations and increasing brand awareness among individuals aged 15 to 45 in Nairobi and its surroundings. We conducted a multi-channel marketing campaign, including SMS, email, and influencer marketing. Through targeted SMS and email blasts, we achieved significant open rates and garnered 361 event registrations. Additionally, our influencer marketing efforts reached over 260,000 individuals, successfully raising awareness about QS and establishing a valuable database for future campaigns.

Why Are We Doing This?

  • Promote the QS Apply Event, encouraging students to explore study-abroad programs and connect with top universities while driving event registrations.
  • Increase brand awareness among the target audience.
  • Engage with individuals aged 15 to 45 in Nairobi and its surroundings to attend the QS Apply Event.

The Mechanics Used

  • SMS Marketing: We conducted a targeted SMS campaign, sending 10,000 messages highlighting the benefits of the QS Event to motivate registrations.
  • Email Marketing: Our segmented email campaign targeted students, parents, and guardians. We emphasised event value and included a clear call to action.
  • Influencer Marketing: We partnered with 35 nano-influencers on Facebook, Twitter, and Instagram to ignite conversations about the QS Apply Event, driving buzz and registrations.

How It Worked

SMS Marketing Metrics:

  • Total SMS Sent: 9,815 SMS
  • Open Rate: 4,818 SMS

Email Marketing Metrics:

Email Blast 1:

  • Sent Emails: 4,000
  • Opens: 1,032
  • Open Rate: 26%
  • Link Clicks: 22
  • Click Rate: 0.60%

Email Blast 2:

  • Sent Emails: 4,024
  • Opens: 1,076
  • Open Rate: 26.90%
  • Link Clicks: 31
  • Click Rate: 0.80%

Email Blast 3:

  • Sent Emails: 4,284
  • Opens: 512
  • Open Rate: 12%
  • Link Clicks: 10
  • Click Rate: 0.20%

Influencer Marketing

Achieved reach and engagement on 

  • Instagram (18,824 reach, 152 engagement)
  • Facebook (131,514 reach, 231 engagement)
  • X (109,749 reach, 258 engagement)

Successes:

  • Achieved a reach of 260,000 individuals.
  • Successfully raised awareness about QS through the SMS and Email Marketing Campaign.
  • 361 event registrations from our SMS, Influencer and Email Marketing efforts.
  • Established a valuable database for future email and SMS campaigns, allowing for precise targeting in upcoming Kenya campaigns.

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