【Case Study】Content Creation & Social Media Management for an English Education Brand
Client Overview
Industry: Education
The client operates within the education sector, specifically focusing on English language proficiency testing.
Project Overview
Project Name: Social Media Management and Content Creation
Project Duration: Over 5 years
Project Goals: To generate fresh, engaging content and grow the brand’s follower base on social media platforms.
Challenges
The client’s social media presence had become too formal and rigid, which hindered follower growth and engagement. They needed to create new content that would appeal to a broader audience, beyond just students preparing for exams. Additionally, brand awareness was lower than desired, limiting their reach.
Objectives
Oji Digital aimed to:
Increase user engagement and impressions.
Enhance the brand’s online presence.
Broaden the follower base by appealing to a wider audience.
Strategies & Tactics
Content Strategy: We introduced lighter, more engaging content, such as quiz-style posts, to attract users who weren’t necessarily preparing for exams but still had an interest in English language learning or puzzles.
New Interactive Formats: To keep the audience engaged, we developed a series of "puzzle" posts that encouraged users to interact with the content, increasing their time spent on each post and boosting overall impressions.
Target Audience Expansion: By introducing this new content format, we expanded the target audience to include users with an interest in quizzes and puzzles, tapping into a demographic of over 6.3 million users interested in quiz-related content.
Tools & Platforms
Platform: X (formerly Twitter)
Analytics: We used platform-native tools to track engagement rates, impression growth, and overall follower activity.
Results
Significant Growth in Impressions: The impression rate grew by approximately seven times, significantly increasing the number of users interacting with the client’s account.
Follower Growth: The combination of engaging content and consistent posting led to a steady increase in followers over the five-year period.
Client Satisfaction: The puzzle post strategy proved so effective that the client signed a one-year contract for continued content creation, with dedicated puzzle posts bringing in ¥300,000 per month for five posts. The total monthly revenue across all accounts reached ¥1,000,000.
Client Feedback
The client expressed high satisfaction with the new content strategy, stating that the ability to create specialized puzzle content added significant value to their social media presence. They noted:
"We’re impressed not only by the quizzes but by the ability to produce specialized puzzle content that keeps our audience engaged."
Key Takeaways
Interactive Content Drives Engagement: Puzzle-style posts proved to be particularly effective in increasing impressions and engaging users. The interactive nature of the content encouraged longer time spent on posts, resulting in stronger brand recall and connection with the audience.
Expanded Reach: By focusing on puzzle content, we were able to reach a broader audience, including the quiz-interested demographic on X, which aligns closely with the education sector’s target users.
Conclusion
This project highlights Oji Digital’s success in using creative, interactive content to drive engagement and reach new audiences, while also maintaining strong brand relevance. By diversifying content and focusing on user interaction, we helped the client achieve impressive growth and lasting results.
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