Sophos Education partnered with Aspectus’ technology team to launch a tailored paid media strategy aimed at increasing GCSE tutoring sign-ups by capturing high-intent audiences and building brand trust among students and parents.
Sophos Education sought to engage parents actively seeking GCSE tutoring and revision services for their children. Their objectives were clear: capture high-intent audiences through paid search, build community trust via paid social campaigns, and maximize reach and visibility with compelling paid display ads.
The Challenge
As a startup, Sophos Education faced the complex challenge of standing out as it launched in a competitive GCSE tutoring market, amplifying its brand awareness, and fostering trust to build a community among target audiences.
Engaging younger students required dynamic content that resonated on platforms like TikTok, while instilling parental confidence called for a professional yet approachable tone. Balancing these distinct audience needs required an adaptive, nuanced strategy across multiple channels.
Our Approach
We employed a multi-faceted paid media strategy:
- Paid traffic: From month one to three, a combined campaign and website optimization effort increased session duration by 91%.
- Paid search: Targeting high-intent keywords to reach audiences actively seeking GCSE tutoring services, achieving a 14.8% CTR – five times the industry average
- Paid social: Building brand awareness on Meta and TikTok with focused video campaigns, leading to 182,215 six-second TikTok video views and an increase of 284 Facebook followers.
This holistic approach combining our edtech expertise with creative storytelling, and a deep understanding of the competitive landscape, ensured every platform addressed its target audience effectively, improved user experience, and resulted in sustained engagement and growth.
Results we’re proud of
1M+
Unique paid social accounts reached across Meta and TikTok
22K+
Website sessions driven by digital ad campaigns
494
Lead form submissions generated
All in the details
Social growth
Acquired 97% of total Facebook followers within the campaign period.
Engagement
Achieved 182,215 focused 6-second TikTok video views, capturing student attention.
Search performance
Delivered a 14.8% CTR – five times the industry benchmark.
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