Case Studies
Online Sanskrit Courses across the selected audience through Facebook Marketing?
Over the past few decades, the significance of learning the Sanskrit Language is decreasing. Shri. V. Krishnaswami Iyer, Former Madras High Court judge started "Madras Sanskrit College".
Over the past few decades, the significance of learning the Sanskrit Language is decreasing. Shri. V. Krishnaswami Iyer, Former Madras High Court judge started "Madras Sanskrit College" on February 1, 1906, to enhance the interest of our tradition and heritage among people to prevent the Sanskrit language and its culture. It is a 111-years old college offering 5 year Sanskrit courses and their main aim to start this course is to spread the Sanskrit language all over the world. But, they found difficulty in reaching a larger audience. Hence, they decided to digitalize their course by providing online courses at an affordable fee.
Our primary goal was to promote Madras Sanskrit College’s online courses on various parts of the world especially in the UK, US, Sri Lanka, Australia and India and to improve the number of enrollment and payment for the course. The total number of payments received was 30 per month before starting the campaign.
Since nearly 300 million people in India use Facebook, in the US 210 million people use Facebook, in the UK 40 million people, in Sri Lanka its 6 million people and in Australia its 24.6 million people use Facebook. So, We implemented Facebook Ad Campaign as an experiment to promote Online Sanskrit courses in the above-mentioned locations to target a large audience.
Our approach is similar to the Waterfall Model because the second process will be initiated when the first phase is completed. We first gathered the requirements from MSC, then we created ad for the campaign and it has been implemented. After the implementation of the campaign, we experimented different types of ads in order to monitor the performance and also generated report for better optimization, and obtained the suggestions for further improvement.
In order to track the campaign performance, we have installed the Facebook Ad Pixel code in the Madras Sanskrit College website so that we can able to keep track on the details about the number of website visitors and then how many have made the payment. We also retargeted the visitors those who viewed the ad and visited the website but not made the payments. This is done in order to allure the user to join the course.
Initially, we experiment One Liner Ad Campaign to create an awareness of learning Sanskrit courses online and the fee details of the course. Our ads focused on the importance and origin of learning Sanskrit.
Our targeting is based on Interest and behavior oriented users. We targeted the audience by those who show interest in spirituality and spiritually related pages in Facebook to trigger their interest to learn Sanskrit. We also targeted the user who shows interest in Indian Culture, History of India, Ancient Art and Languages, Hinduism, Mantras, Bhagavad Gita and so on from various countries.