Case Study
Launch and Validation Learnn

Results
Achieved

0
Number of Enrolled
+ 0 €
Recurring Turnover Generated (MRR)
0 %
Leads collected from adv
  • DRAFT AND WHY
  • PRE-LAUNCH, LAUNCH, POST-LAUNCH STRUCTURE
  • CREATIVITY AND ADVERTISING
  • LEARNINGS AND PERSONAL BRANDING

The Project

Learnn is the online platform that contains practical paths made with the best Italian and international professionals* and corporate companies to develop skills, grow their ideas, find jobs and gain the freedom to do what they love most.

Learnn aims to digitize Italy, democratizing digital learning and accelerating the growth of people, ideas and companies.

Goals and Launch Duration

  • Objectives:The minimum goal to be achieved was 2500 enrollments to validate the project.

  • Duration: This launch started on 07/05/2020 and ended on 9/06/2020 (in total between all phases of the launch lasted 34 days)

Starting Situation

The project was totally new and in its infancy. All we had available before the launch were:

  • Audience and facebook group that Luca Mastella had built in previous projects
  • A business plan with defined KPIs and goals for the launch of Learnn
  • An external IT facility (theoretically) ready to hold hundreds of enrollments per day.
  • A first-class team of full stack developers, videomakers, customer care and digital strategists, as well as advertising.
  • An advanced Analytics setup to track user behavior and actions taken at each stage of the buying process

NB: The campaigns and launch was active in the Covid period, so some campaign data may be affected considering the particular period.

WHAT WE DID

[FASE 1] PRE-LAUNCH

This, along with pre-launch, is the most important phase. They serve to build our audience around the product chand will be launched, creating anticipation, curiosity and awareness.


At this stage we neither want to give too much information, but only to generate anticipation (talking about the values and the project)



Two things have been done:

  • Getting users to sign up on a landing page where they were given free content in exchange for the email and a subscription to a waiting list
    landing-page-learnn-launch

  • Created an “alignment page” where everyone who signed up the next few days could be aligned on what had happened the previous days. This technically corresponded to the post-registration thank you page.
    learnn-thank-you-page

ACTIVITIES PERFORMED

1. Technical tracking setup
FB Ads via Google Tag Manager upon actual completion of the optin form

google-tag-manager-setup

2. Launching CBO audience testing campaigns., going to test dozens of different interests and/or Lookalikes.

3. Launching CBO test creativity campaigns.. Several A/B tests have been done here on the effectiveness of graphics VS UGC content made with mobile.

4. Automated rule setup via Revealbot to quickly rotate creative optimize spending in target KPIs.

[FASE 2] PRE-LAUNCH: May 7 –> June 1

Free content was posted daily in all channels, provided both via email, but also to those who started following Learnn on social.

This phase along with pre-launch is the most important. At this stage the user is convinced whether to espouse the Learrn project or not (not in the launch).

[FASE 3] LAUNCH: 2 –> June 9

People expected the project to be launched on June 1.

Actually, totally unexpectedly, on June 1 we posted a video on all channels talking about the “WHY” of the project.

This video was shot at very high budget and maximum daily coverage all day on June 1 (it was not a sales post)



The goal was to do a “pre-framing” to our users who had a high attention spot that day.

EFFECTIVE LAUNCH

Subsequently, on June 2, Learnn was launched.

The main activities on the adv side to maximize the efforts of the previous phases were (together with Daniele Castro):

  • Campaign on warm audience CBO structure 1-2-X where X is the number of creative and 2 are remarketing ad sets.

  • Campaign on public cold CBOs to go direct selling Learnn even to those who had not become aware of the project before (these did not perform)

POST LAUNCH AND RESULTS

Registration at Learnn closed on June 9. Sales were open for 8 days.

  • NUMBER OF EMAILS COLLECTED: 9544 emails (adv was attributed 60.5%)
  • NUMBER ENROLLED: 4500
  • MONTHLY RECURRING TURNOVER GENERATED (MRR): 39.000€
  • Conversion Rate during launch: 12,45%


Below is the trend of the Revenue curve during the launch days (note how the first and last days were the peak revenue days)

revenue-google-analytics

SOME WINNING CREATIVITY

learnn-ads-prelancio
learnn-ads-prelancio-2

LEARNINGS

Da questo lancio abbiamo imparato che:

  1. Nonostante non si utilizzassero classiche leve psicologiche di persuasione, il progetto ha funzionato perchè aveva un WHY molto forte e una mission che risuonava nell’audience.

  2. Il personal brand e l’audience che già conosceva Luca Mastella ha aiutato moltissimo a convertire sia in fase di lead generation che di vendita. Anche più dell’advertising stesso.

  3. L’advertising è solo un amplificatore del prodotto/servizio, ma senza il team e il brand non si sarebbe mai arrivati ai risultati raggiunti.

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