Squla is an online learning platform for kids where they can learn primary school subjects by playing games on their phone, tablet or computer. Our challenge is to make parents aware of the benefits of Squla and subscribe their kids to the platform.
To catch the attention of parents we made Squla’s videos more personal and relevant. To do that we created dynamic video ads in which each video consists of dynamic elements that adjust to the viewer.
We divided the campaign into three phases: awareness, consideration and conversion. The videos are shown on Facebook, Instagram, Youtube and Connected TV depending on the phase the parent is in. Based on the interaction with the first ad a parent sees, we adjust the next ad with the right video elements and call to actions in order to increase the number of subscriptions to the Squla platform.