Published by isobel.regan@dontpanicprojects.com
Published Date 27.02.2023 
The marketing team of learndirect Digital Group are delighted to be named as finalists in the Best Use of TikTok Ads category at the UK Paid Media Awards 2023.
Our business is made up of a diverse range of EdTech companies, focusing on making education accessible to everyone. Our core purpose is to empower people to reach their full potential, and we believe that the future of learning is already here.
Regardless of background, existing qualifications, or goals, we facilitate personal and professional growth to everyone through our online courses. We provide a range of nationally and internationally recognised qualifications and have been doing so since our inception in 2000.
Since then, we have evolved and grown into a Group that is proud to be the UK’s leading online learning provider.
Our Award-Worthy Campaign
To get our empowering message out to our audiences, we tapped into a platform that has cemented itself as a global phenomenon – TikTok. Utilising our customer profiles, we created engaging and dynamic content that attracted a new generation of customers, leading to an increase in leads and ROAS. In fact, since August 2022, TikTok alone has been contributing to over 5% of overall business revenue.
Showcasing real stories enabled us to create a personable campaign that was more focused on life progression as opposed to product and sales. We utilised a combination of voiceovers and music-based, fast-moving content.
By monitoring overall audience performance and implementing first-party data, alongside TikTok’s targeting parameters including purchase intents, interest-based hashtags, video engagements etc, we were able to drive more into the higher performing audiences.
To capture a broad audience, we used various content styles, including ‘day in the life’, ‘get ready with me’, and ‘how to become’ to promote our Access to Higher Education Diploma (Nursing), as well as our Dog Grooming and Nail Technician courses.
This level of creativity was established by a marketing team that is based all across the UK, with team members living in Leeds, Bournemouth, London, Birmingham and beyond. Working virtually brings with it its own challenges, but through regular ideation sessions, progress calls, and frequent interactions, we were able to execute a plan that exceeded expectations.
The core driver behind our marketing function is Group Chief Digital Officer Kyle Fedyszyn, who has brought together a new team, instilling data-driven innovation and creativity to achieve success on all fronts.
Being nominated for the Best Use of TikTok Ads at the UK Paid Media Awards is testament to the vision and determination for growth that we possess as a team.
A few words from Kyle:
“Education is often seen as a plain and boring subject, but we have brought it to life through new innovative techniques, using new channels to drive our vision. In less than 10 months, we have collectively pulled together as a team to drive credible activity and improve our marketing efficiency, experiencing exponential growth as a result.
“Not only have we achieved this in a short space of time, but we have done it with a new team that works across various locations, tackling the challenges that come with working virtually. We have brought in fresh new talent at all levels and experience into our marketing function and positioned members in the best areas for their skill set and development to support this growth.
“As the leader of this team, I’m proud of everyone’s ability to embrace team expansion at the same time as delivering objectives. Everything we have done up to now has bonded us as a team, validating the hard work each and every person has put into their roles.”
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