Practically Skyrocketed to 1 Million Installs with the ‘Scan Anything’ Feature

by Editorial
December 13, 2021
in Mobile/Digital
4 min read

OBJECTIVE

To launch the unique AI led ‘Scan Anything’ feature for Indian consumers

Establish the narrative of being the world’s first EdTech to launch this feature

Create awareness about the feature and build a connection with consumers showcasing its ease of usage

Increase app installations, engagement, and feature acceptance.

OVERVIEW – ABOUT ‘SCAN ANYTHING’ FEATURE 

Practically is the first and the only EdTech company in the world to introduce ‘Scan Anything’ innovative feature, which brings learning alive from books and everyday objects around us. Scan Anything, a new revolutionary, cutting-edge feature supported by Artificial Intelligence identifies objects scanned by the phone camera and lists results from its vast content library of 3000+ 3D videos, 1000+ simulations experiences, and 30,000 3D models, sorted by a student’s curriculum and grade.

The ‘Scan Anything’ feature can recognize pictures, questions, exercises, proofs etc. from textbooks, magazines, newspapers including capturing images of any surrounding objects and presenting linked curriculum learning information on the app for the learners to pick their learning journey and resolve doubts instantly.

The feature encourages students to learn from their surroundings while rendering a truly immersive learning experience from everyday objects and helps them understand how the learning from their curriculum is tied to everyday observations. The dynamic feature covers course content from textbooks of grades 6-10th across major boards like NCERT, CBSE, and state boards of AP, Telangana, Karnataka, Tamil Nadu, Maharashtra, and Uttar Pradesh. The course content is expected to cover all other major boards and 11 & 12 grades’ content by the end of 2021.

CHALLENGES

The TG for the campaign were the students of 6-12 grades and their parents. Consumers and customers are different in EdTech, so the marketing challenge is always to create a campaign that appeals to both sets of audiences. The other challenge was communication in a cluttered market, given the amount of SOV by competition in this space of late. Hence the challenge was also to develop communication that breaks the clutter and gets noticed and finally, Practically had to do justice to the Scan Anything feature not just in terms of creating awareness about the feature but also the claim that it’s first by an EdTech company. Given its experiential feature, one also had to overcome the demo challenge, especially without on-ground activations, to showcase the revolutionary feature. And this had to be achieved on a limited budget.

STRATEGY

This revolutionary feature in India had to be introduced to the market in a manner that not only generates awareness but also uses the medium to demonstrate its experiential capabilities. The entire campaign was meticulously planned in four phases starting from teaser to launch, post-launch and sustenance. Each stage of the campaign was timed in a manner that all mediums of communication seamlessly continued to contribute to generating a high brand recall through interesting content and also drive engagement, without fatigue setting in.

WAY FORWARD PLANNING

The entire campaign communication was developed to get the perfect balance of keeping the campaign look & feel to reflect the world-class tech and product offering as the hero and at the same time appeal to Practically’s target audience which likes to see communication that is light, snackable and fun. To make the feature believable and showcase its robustness, the team designed the print ad in a manner that users could try out this innovative feature straight out of the ad. A well-oiled integrated marketing campaign, sans TV was deployed and with robust print, social, and influencer support the KPIs were well achieved in time.

EXECUTION METHODOLOGY

Practically Scan Anything campaign launched on Digital

The campaign opened with a round of teasers on social media on the 6th of September 2021. On the 13th of September, the digital campaign kickstarted with the launch of two films on YouTube – Scan AnythingVideo1 and Video2. The hashtag #StopSearchingStartScanning was introduced, and the films centered around the new feature of the app “tech as the hero” showcasing the benefits and the ease of usage. Posts on social media were crafted around introducing the feature, showcasing benefits, and using cases to educate the users on the same.

Simultaneous Press Release Outreach

A national press release was dissemination around the campaign proposition of #StopSearchingStartScanning that appeared in top mainlines from Times of India to Business World Education on 13th September as well further accelerating visibility for the overall campaign

National Print Campaign Activated

This was aligned with a robust national print campaign. Print ads every week for 3 weeks in leading national and regional dailies were planned to drive awareness and credibility. There were 65+ insertions. The advertising content was uniquely designed to make people engage with the feature. People could scan and experience the feature at the tap of a button which drove the virality of the campaign. On 29th September, 2 weeks into the campaign alongside the second print insertion, #ScanAnythingPracticallytrended at #4 on Twitter

Social Media Influencer Strategy

A robust influencer plan with a mix of celebs, micro and macro influencers at a pan India level was also executed to create buzz on social media. All of it ensured that the campaign became a resounding success and exceeded the objective it was intended for.

RESULTS

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