About client
JanBask Training is an online course platform offering various technical courses to turn professionals into tomorrow’s thought leaders. The company lacked a robust social media strategy to drive engagement. It’s not that they were posting; it’s what they were posting. Social media is about increasing your reach and establishing brand authority with creative content. Traditional posting was a big challenge for Janbask Training.
This case study highlights how the brand successfully used pop culture relevance and humor in its social writing to drive the narrative to inspire learners to take positive action.
The challenge
JanBask Training faced the challenges of the 21st century in a highly competitive social media landscape:
1) Mechanical social copy: Craft creative social copy and stand out among the competition.
2) Erratic post schedule: Consistent posting schedule
3) Lack of engagement: Increasing engagement and brand awareness without reliance on paid campaigns.
Objectives
My objective was to tap into the latest trends and align them with Janbask Training to create relevant and engaging social content. These were my objectives:
1) Create engaging copy: Tap on the current pop trends that best relate to Janbask Training’s content.
2) Prepare content calendar: Create a content calendar.
3) Shortlist platforms to post: Decide on the social platforms to post.
The approach
To address these challenges, JanBask Training adopted a creative and timely approach to its social writing:
1) Briefing phase: Conducted interviews with JanBask Training’s team and benchmarked with the competition to understand the target audience.
2) Content strategy: Introduced viral memes to drive the narrative. JanBask Training is an educational company. Educational posts can sometimes be boring. To make things a little catchy, implemented memes can create humor and drive engagement. At that time, the Oscars incident between Will Smith and Chris Rock was viral. It sat perfectly with the post theme, which was about taking online classes seriously.
3) Created a content calendar: Usually, you need to post regularly on social platforms to signal the algorithm that will boost the post. Created a content calendar suitable for Janbask. I finalized Monday, Wednesday, Friday, and Sunday as posting days.
The plan was to post a bit of humor, theme-based (National Education Day), something promotional showcasing the courses, offers, deals, and even blogs, and finally post stuff about recognizing employees or customers.
4) Shortlisted the platforms: Based on the niche, recommended Facebook, LinkedIn, Instagram, and YouTube for posting. However, the management finalized Facebook and LinkedIn at that time.
5) Use of relevant hashtags: Hashtags like #MotivationalMondays, #WillSmithMeme, #OnlineClasses, #Trending, etc. ensure greater engagement.
Key deliverables
The post included a crisp caption, clear image text, and attractive visuals:
- Image: Finalized the image of Chris Rock slapped by Will Smith.
- Copy: Crisp and bold caption focusing on the importance of online classes and connecting that with humor.
- Image text: Short messaging connecting the meme with online classes.
- CTA: Articulated a narrative in the caption leading to the CTA.
Impact
While there were just 0 or 2 likes earlier for Janbask Training, post-revamp their social media content started witnessing 8 to 12 likes on average. This led to lead generation increase by 10%.
Conclusion
The collaboration between Janbask Training and Crafted by Sandip resulted in better engagement for this growing e-learning company. Now their social writing is catchy, consistent, and garnering more engagement. Thus, Janbask is able to build authority and drive conversions. In case you are also looking to establish your brand with copy that talks your story: