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Classmate aimed to raise awareness about National Science Day while engaging its audience throughout February. The challenge was to sustain interest over a month and seamlessly blend education with commerce.
Classmate launched the #28daysofscience campaign in two phases. The Engagement-Led Awareness phase used Instagram, Facebook, and Twitter to share 32 creatives, including informational posts, daily questions, and Sunday contests with Classmate goodies. Active community engagement boosted visibility.
The Purchase-Led Awareness phase introduced 20 scientist-themed notebooks, promoted through targeted ads driving traffic to Classmateshop.com.
The campaign saw a 19x increase in brand mentions, 21x more Twitter followers, and 1,500+ retweets with zero ad spend. Instagram followers grew by 50%, with 115 new daily followers. Sales reached 1,300+ notebooks, generating ₹1,00,319 in revenue, while maintaining an industry-standard CPA. Overall, the campaign achieved 5M+ reach, 8M+ impressions, and 202K+ engagements with an 8% engagement rate.
