Scholarcy Marketing Strategy
Scholarcy were already in reaching India and Malaysia with their EdTech product. They approached us with the hopes to expand to even more regions.
A successful EdTech product, looking for a global boost
BACKGROUND
Scholarcy is an online article summariser tool that turns research papers and reports into summary flashcards.
Used by students, journalists, librarians and researchers, Scholarcy provides a clear and informative summary of any complex document.
Looking to launch and convert
THE CHALLENGE
Scholarcy – an AI-powered article summariser with both B2C and B2B offering – came to us with an EdTech product that was successful in India and Malaysia. Their goal was to launch the product in new regions on the other side of the globe. They wanted a campaign that would increase conversations in new markets, without requiring high levels of marketing spend if there wasn’t sufficient interest.
Accelerating with a lead gen strategy
THE WORK
We began lead generation and market research by launching an email and LinkedIn messaging campaign. After analysing their customer personas, we were able to identify 994 LinkedIn profiles and 1006 email addresses that matched our requirements.
We then launched our content strategy with B2B email marketing. A whitepaper explaining the methods and benefits of AI-powered technology was sent to the target audience to raise brand awareness and we designed a tool that allowed any user to test one article on their service.
Finally, we assisted Scholarcy in creating a landing page that allowed B2B users to sign up for an ‘institution-wide free trial’. As for LinkedIn, we ran a campaign that asked the target audience to discuss the challenges they face around information literacy.
Reaching new heights
THE RESULTS
- Our email campaign had open rates of 46% (libraries) and 54% (research offices).
- Our LinkedIn campaign had an acceptance rate of 20.1% – giving Scholarcy 350+ new direct connections with their target audience.
- Scholarcy were able to arrange over 20 meetings and several institution-wide free trials, providing them with valuable feedback on their product.
New and exciting challenge
THE CHALLENGE
In 2021, Scholarcy implemented several tool functionality updates to provide an even better experience and Yay!Starter’s goal was to create additional buzz around this event.
Leveraging marketing trends
THE WORK
As Scholarcy is used by students and educational institutions, Yay!Starter decided to run a Social Media Influencer campaign to introduce the brand to an even larger audience of students, researchers and educational establishments.
The campaign took 4 months and included research into relevant social media influencers on Facebook, Twitter, Instagram, TikTok and YouTube, liaising with them, producing video briefs, monitoring all influencer posts’ performance and responding to any feedback & questions on social media.
Finally, we made sure the quality of the videos produced was up to a high standard and reported on the campaign monthly to keep the client aware of all developments.
Thriving on social media
THE RESULTS
- The total campaign reach was 392.6K based on a combined number of influencers’ followers
- The influencer outreach campaign delivered a total of over 27,000 accounts reached
- As a result of the campaign, Scholarcy’s social media accounts gained over 200 followers over 2.5 months
- We’ve recorded a total of over 800 engagements on social media
Thanks to Yay!Starter Marketing’s field expertise, our campaigns have generated 20.1% acceptance rate, allowing us to secure 350 new connections. The team effectively communicates with the client to provide progress updates and ensure the project’s success.” – Emma Warren-Jones, Co-Founder of Scholarcy