Client: Learn to Trade - Australia
Agency: Bound By Story
Role: Art Director / Director / Strategist
Learn to Trade is Australia’s most awarded Forex Trading educator. With a global presence, maintaining LTT’s brand identity, communication and audience can be challenging. My role at Bound By Story allowed me to pitch our strategy to help align LTT’s brand in Australia across Facebook, Instagram and other digital platforms.
The identified problems ranged from a decrease in course registrations across Australia’s major cities to a major decrease in quality of registrations attending training events. With a little more research intro registration trends from the past we were able to identify a few possible opportunities to help increase registrations, quality of attendees and sales.
We began by reviewing the current creative (both copy and image/video) being used across Facebook, Instagram and all landing pages. We quickly uncovered a major disconnect as the content being used was either stock or not aligned with Australian audiences.
Our solution: Create a range of content that highlighted people and places. A real sense of what it’s like to attend an event. We began by directing a series of photo shoots of major events across Sydney and Melbourne. This was followed by video shoots highlighting the experience, people and energy at the events.
After our content generation was completed we quickly began to implement a series of short pieces of copy and imagery (at scale) and ran multiple Facebook and Instagram ads to learn about a range of new, localised audiences. We noticed an immediate increase in registrations and quality in attendance as our CPL for registrations decreased by 48% and where seen as little as $18 per registration.
Another key component to my strategy was to launch a campaign highlighting the people behind the courses, training and success of Learn to Trade. “Humanising” the brand in Australia to help “put a face to the name” as it LTT is in the business of people we soon realised the importance of being transparent with our audience.
I began to Art Direct and lead a series of photoshoots that helped highlight the LTT team in environments that would be noticeable and identifiable as Sydney.
As part of our continuing relationship, we noticed a commonality across all of the Social Media ads we were running. Our videos that were under 15 seconds provided us with the lowest CPL’s and highest amount of registrations. I took this as a learning experience and decided to create a series of 15 second videos which allowed us to run these videos ads across all of Facebook and Instagrams ad placements.
The results:
A 39% registration increase across Australia
Registration attendance increased by 82%
CPL’s decreased to as low as $8.90 through regional Australia
An annual increase in revenue by 19%