Winning+ achieved 3 times more exposure than before using LINE LAP ads.
Winning+ English education platform introduced LINE LAP performance ads in July and August 2022. Leveraging LINE’s massive traffic and user engagement, it achieved twice the exposure results of the past and effectively assisted in member management.。
Brand Story
Winning+ English Education Platform helps improve students’ language skills and logical thinking abilities.
The way we use language influences how we organize our brains and seek information; in the age of information overload, knowing how to seek knowledge is more important than knowing knowledge itself.
Winning+’s online English teaching aims to combine ” English proficiency ” with ” workplace expertise .” Through specially designed “real-world workplace scenarios,” it helps students move beyond the misconception that “English is only about being able to understand and speak fluently,” and cultivates English-style thinking. How can you understand the hidden meanings in the words of English speakers when facing difficulties in an international workplace? By analyzing English logic and quickly mastering communication, you can become a true bilingual professional.
To enhance its brand services, Winning+ also offers a free trial class program. Students can apply for the program based on six different learning goals and applicable scenarios to try out the courses first, so as to find the learning method that best suits them.
Since we are in the “market development stage” of a new service, which requires extensive promotion and market testing, we decided to use LINE, a mobile app used by everyone in Taiwan every day, to test advertising effectiveness and audience engagement, effectively measuring the water temperature.
Educational products leverage LINE’s large user base and high engagement to broaden brand exposure and reach.
To increase brand exposure, Winning+ has been continuously running exposure ads on multimedia platforms. This time, they used LINE LAP performance ads for brand exposure, taking advantage of LINE’s advantage as a frequently used and highly engaged app in Taiwan, which will help to embed the Winning+ name into people’s lives.
In addition to targeting potential students with immediate needs, establishing brand awareness among others is also a long-term goal that companies should have when building a brand; for example, the Android phone user base still does not underestimate Apple’s influence in the market.
LINE LAP traffic effect
According to campaign observations, Winning+ achieved nearly three times more impressions on LINE compared to other advertising platforms. Furthermore, during the same campaign period, using the same ad creatives, the “cost per click (CPC)” on LINE LAP was three times lower than on Google Ads . This is a remarkable achievement for Winning+’s exposure-based advertising after shifting its campaign platform strategy.
A real-world comparison of Winning+’s effectiveness across two advertising channels:
Materials used in this advertising campaign:
After LINE LAP was launched, we balanced conversion screening with focusing our efforts on the right trainees.
Considering that Winning+’s course planning has always focused on long-term one-on-one instruction, with over 60 lessons, each lasting 50 minutes, as the core of solid training, rather than crash courses, our goal is to further attract students who can reach the “last mile of the marketing funnel ,” that is, become loyal members and attend classes diligently.
LINE LAP offers high exposure, but for educational products, few people actually spend one or two minutes clicking to view them. Therefore, the plan is to use LINE LAP ads to expose the brand extensively, and then use subsequent marketing strategies to drive clickers to the official website’s landing page .
Winning+ also designed its platform to initially filter out LINE users who have low course needs and are just casually browsing when consumers fill in their membership information on the Landing Page. In this way, consumers who enter the Winning+ official website list and require further assistance from customer service to select courses are all students who are “willing to invest heavily in English learning courses”.
Utilize everyday channels to establish a marketing strategy that combines breadth and depth.
Winning+ leveraged LINE LAP to increase brand awareness and build brand voice. By utilizing LINE’s massive traffic, we were able to achieve twice the results in brand exposure with minimal manpower and resources, allowing the Winning+ team to focus on providing follow-up services to our students.
For education-related industries or similar businesses that require “long-term interaction and engagement with members,” using LINE LAP at the front end of the marketing funnel can effectively leverage LINE’s advantages, complementing other marketing strategies and achieving a synergistic effect greater than the sum of its parts.
