{"id":16855,"date":"2022-08-10T09:26:00","date_gmt":"2022-08-10T03:56:00","guid":{"rendered":"https:\/\/blog.themediaant.com\/?p=16855"},"modified":"2022-08-30T14:21:24","modified_gmt":"2022-08-30T08:51:24","slug":"case-study-how-unacademy-used-digital-mediums-to-target-a-niche-audience","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/case-study-how-unacademy-used-digital-mediums-to-target-a-niche-audience\/","title":{"rendered":"Unacademy Digital Case Study"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-6a311ce3d8782\" ><span class=\"\"><span style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-6a311ce3d8782\"  type=\"checkbox\" id=\"item-6a311ce3d8782\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-unacademy-used-digital-mediums-to-target-a-niche-audience\/#Unacademy%E2%80%99s_Digital_Campaign_to_target_a_niche_audience\" title=\"Unacademy&#8217;s Digital Campaign to target a niche audience\">Unacademy&#8217;s Digital Campaign to target a niche audience<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-unacademy-used-digital-mediums-to-target-a-niche-audience\/#The_Product\" title=\"The Product \">The Product <\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-unacademy-used-digital-mediums-to-target-a-niche-audience\/#Objective\" title=\"Objective\">Objective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-unacademy-used-digital-mediums-to-target-a-niche-audience\/#Target_Audience\" title=\"Target Audience\">Target Audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-unacademy-used-digital-mediums-to-target-a-niche-audience\/#Geography\" title=\"Geography &nbsp;\">Geography &nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-unacademy-used-digital-mediums-to-target-a-niche-audience\/#Challenge\" title=\"Challenge\">Challenge<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-unacademy-used-digital-mediums-to-target-a-niche-audience\/#Approach\" title=\"Approach\">Approach<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-unacademy-used-digital-mediums-to-target-a-niche-audience\/#Solution\" title=\"Solution\">Solution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-unacademy-used-digital-mediums-to-target-a-niche-audience\/#Campaign_Execution\" title=\"Campaign Execution\">Campaign Execution<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Unacademy%E2%80%99s_Digital_Campaign_to_target_a_niche_audience\"><\/span>Unacademy&#8217;s Digital Campaign to target a niche audience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"has-very-dark-gray-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Product\"><\/span><strong>The Product <\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Unacademy is one of India\u2019s largest e-learning platforms which provides online courses on numerous topics. Unacademy provides various specialized courses on cracking competitive examinations like UPSC, CA, etc. It provides a seamless interface to connect the finest mentors with the students so that don\u2019t have to rely on traditional classrooms. Unacademy has its website and mobile application (android &amp; IOS).&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Objective\"><\/span><strong>Objective<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul><li>Increase brand awareness<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Target_Audience\"><\/span><strong>Target Audience<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul><li>Students&nbsp;<\/li><li>Competitive Exam Aspirants<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Geography\"><\/span><strong>Geography <\/strong>&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul><li>Pan India&nbsp;<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Challenge\"><\/span><strong>Challenge<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul><li>Select platforms frequently visited\/used by the target group (students, competition aspirants)<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Approach\"><\/span><strong>Approach<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>While selecting the advertising platforms, these were some of the factors that was considered:<\/p>\n\n\n\n<ul><li>Most competition aspirants and students fall in the age group of 15-25 years of age. A serious aspirant spends close to 8-10 hours every day studying. Hence, platforms that help them save time or do not intrude in their study time would be relevant as well as engaging.<\/li><li>A number of competitive exams require aspirants to stay updated with news across industries, countries and fields.&nbsp;<\/li><li>Unacademy is a digital platform hence targeting users already present on digital medium would be more effective<\/li><li>Platforms that offer the option to target the audience based on age would help the brand filter out the relevant audience<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Solution\"><\/span><strong>Solution<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Keeping the approach in mind, based on the experience and past campaign executions, following digital advertising platforms were suggested:&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2020\/04\/graph-of-un.png?resize=387%2C235&#038;ssl=1\" alt=\"\" class=\"wp-image-16868\" width=\"387\" height=\"235\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/04\/graph-of-un.png?w=1000&amp;ssl=1 1000w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/04\/graph-of-un.png?resize=300%2C183&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/04\/graph-of-un.png?resize=768%2C468&amp;ssl=1 768w\" sizes=\"(max-width: 387px) 100vw, 387px\" title=\"\" data-recalc-dims=\"1\"><\/figure><\/div>\n\n\n\n<ul><li><strong><a href=\"https:\/\/www.themediaant.com\/digital\/gaana-app-advertising\" target=\"_blank\" rel=\"noreferrer noopener\">Gaana<\/a><\/strong>&#8211; Young audience especially students have a high affinity for audio OTT platforms since music helps them focus on studies and Gaana is one of the most popular audio streaming platforms in India. Listeners spend almost 63 minutes per day on Gaana (Kantar). Owing to the high engagement rate, Gaana is one of the best platforms to reach out to the students with eye-catching banner ads.&nbsp;<\/li><\/ul>\n\n\n\n<ol start=\"2\"><li><strong><a href=\"https:\/\/www.themediaant.com\/digital\/cricbuzz-website-advertising\" target=\"_blank\" rel=\"noreferrer noopener\">Cricbuzz<\/a><\/strong>&#8211; Cricbuzz is one of the top digital destinations for cricket followers and also very popular among 17-35 years old who can easily use their mobile phones to get real-time match coverage instead of watching it.&nbsp;<\/li><\/ol>\n\n\n\n<ol start=\"3\"><li><strong><a href=\"https:\/\/www.themediaant.com\/digital\/inshorts-app-advertising\" target=\"_blank\" rel=\"noreferrer noopener\">Inshorts <\/a>and <a href=\"https:\/\/www.themediaant.com\/digital\/dailyhunt-app-advertising\" target=\"_blank\" rel=\"noreferrer noopener\">Dailyhunt<\/a><\/strong>&#8211; Not only Inshorts and Dailyhunt are the top-visited news content platforms in India but they also have a high reach among students who are preparing for competitive exams and want to keep themselves updated about the current affairs and trends without getting into details. These platforms also allow geography and age targeting hence helping the advertiser reach out to the right kind of audience.<\/li><\/ol>\n\n\n\n<ol start=\"4\"><li><strong><a href=\"https:\/\/www.themediaant.com\/digital\/jio-app-advertising\" target=\"_blank\" rel=\"noreferrer noopener\">Jio Apps<\/a>&#8211; <\/strong>Jio tops the Indian market with about 31.7% revenue share. Jio is known for its affordable tariff and data plan that helps students skim through loads of content related to studies as well as entertainment. For Jio users, Jio app is the primary source of entertainment.&nbsp;<\/li><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Campaign_Execution\"><\/span>Campaign Execution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Here&#8217;s are some of the eye catching and engaging content that Unacademy came up with for the chosen platforms-<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"740\" height=\"333\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2020\/04\/ad-for-un-1024x461.png?resize=740%2C333&#038;ssl=1\" alt=\"\" class=\"wp-image-16861\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/04\/ad-for-un.png?resize=1024%2C461&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/04\/ad-for-un.png?resize=300%2C135&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/04\/ad-for-un.png?resize=768%2C345&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/04\/ad-for-un.png?w=1223&amp;ssl=1 1223w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/figure><\/div>\n\n\n\n<p><strong>Campaign Outcome:<\/strong><\/p>\n\n\n\n<ul><li>More than 95 lakhs total impression <\/li><li>20-25% increase in website traffic<\/li><\/ul>\n\n\n\n<p>Want a similar success story for your brand? Write to us at Help@TheMediaAnt.com<\/p>\n\n\n\n<div>[formidable id=&#8221;2&#8243;]<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Unacademy&#8217;s Digital Campaign to target a niche audience The Product Unacademy is one of India\u2019s largest e-learning platforms which provides online courses on numerous topics. Unacademy provides various specialized courses&#8230;<\/p>\n","protected":false},"author":34416,"featured_media":16863,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2111,5,2334],"tags":[2335,882],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/04\/Unacamdemy-1.png?fit=1200%2C628&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/16855"}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34416"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=16855"}],"version-history":[{"count":10,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/16855\/revisions"}],"predecessor-version":[{"id":24252,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/16855\/revisions\/24252"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/16863"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=16855"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=16855"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=16855"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}