The Client
Affordable Learning, Built for Ten State Boards
VidyaSaar provides affordable educational content for students across ten State boards and the Central board, delivered in easy-to-understand English and Hinglish, backed by unlimited practice questions and mock tests.
The Challenge
Proving the App Before Spending Like It Worked
VidyaSaar was pre-launch. The team needed validated positioning for Tier 2 and Tier 3 student audiences, a repeatable app download engine, and retention journeys that kept students practicing after install. Every rupee of early budget had to prove itself.
The Strategic Solution
Pre-launch budgets don't forgive guesses, so the first move wasn't a campaign, it was research. Once messaging was validated board by board, download campaigns went live, and CRM journeys were built in parallel to catch every new user before they drifted away.
- Ran market research and primary research with students and parents to sharpen messaging, pricing, and board-wise positioning.
- Launched app download campaigns on Meta Ads and Google Ads, segmented by board, class, and language preference.
- Built CRM journeys on GupShup and Google Firebase to onboard new users and nudge daily practice habits.
- Set up MixPanel analytics to track activation, usage depth, and churn signals in real time.
- Managed social media to build trust with students and parents ahead of exam seasons.
- Iterated creatives and audiences weekly based on cost per install and retention data.
Technology Stack
- Meta Ads
- Google Ads
- MixPanel
- GupShup
- Google Firebase
