How Topica increased its ROI by 10 times through Facebook Marketing?

Sneak Peak:

Read this case study to know how an online education provider used Facebook marketing for sharing stories of successful graduates for reaching & influencing potential students around the globe and increased its ROI by 10 times. Company: Topica Industry:  Education Tool Used: Facebook Marketing Result: ­ 10 times increase in ROI Business Type: B2B

The Brand & the Story: Generating awareness and leads

A leading online education provider in Southeast Asia, with offices in Singapore, Thailand, Indonesia, the Philippines and Vietnam,Topica Edtech Group collaborates with universities & top institutions for bringing high quality online education to millions of students in Southeast Asia and helping them in getting online bachelor’s degrees. The educational brand is renowned for employing innovative e-learning technology such as 3D simulation software for helping professionals advance their careers. Topica Edtech Group  wanted to raise brand awareness and drive online sales for which the company turned to Facebook and saw a 10 times increase in ROI.

Bringing the online education to a global platform

Topica Edtech Group wanted to take its e-learning solution to a global platform and along with it the company had few set goals some of which were:

• Reaching 10 million 22- to 45-year-olds cost-effectively
• Generating twice as many leads
• Lifting month-on-month revenue by 10%
• Achieving an 8X return on ad spend

Publicizing the successful graduates

Being one of the major players in the industry, Topica Edtech Group already knew how successful graduates can be the best advertisement for the program. Knowing the fact, the brand developed content that highlighted on how its product, Topica Uni, was helping the professionals in learning new skills. The brand then shared links to these pieces of content such as articles on Facebook and made use of Audience Insights for learning more about its audience over time. The other steps that Topica took for reaching even more people with the articles were:

• Running a combination of link ads
• Boosting posts
• Displaying carousel ads

Products used:

• Page Publishing
• Adverts
• Carousel
• Lead adverts
• Desktop News Feed
• Mobile News Feed
• Conversion Tracking
• Custom Audiences
• Lookalike Audiences

Achieving the merit in lead generation & conversions

With the help of Lead ads, Topica Edtech Group made it easy for people to share their details on mobile maximizing the lead generation. Highlights of the year-long 2015 campaign:

• 30% increase in leads
• 12 million 22- to 45-year-olds reached
• 15% increase in month-on-month revenue
• 10X return on ad spend
• 50% of all leads come from Facebook Ads

Words by Minh C. Cao, Co-founder and Senior Director of Corporate Branding and Marketing, Topica Edtech Group

“Facebook has proven to be a highly effective marketing platform for both boosting brand awareness and generating leads. Its suite of targeting options has allowed us to reach and engage with the right people. In particular, it’s easy to control the level of leads in a short period of time.”