Over the 1.5 years of the war, there has been an increase in applications for 17% for children's courses in innovative technical creativity

About the project

Innovative technical creativity for children aged 3 to 10 years.
For seven years, MindUp has been successfully creating various engineering projects and mechanisms with children using scrap materials and electronic components.
We currently have over 20 exciting and modern modules in our program, featuring engineering inventions and a large number of experiments, experiences, and practical tasks.
Courses are offered in the following cities: Kyiv, Lviv, Odesa, Kharkiv, Lutsk, Sumy, Vinnytsia, Poltava, Obukhiv, Dnipro, Irpen, Cherkasy, Zhitomir, Ternopil.

Website: mindup.ua

Subject:

Education

Services:

Target

Region:

We work in the geographic areas where we already have branches: Kyiv, Lviv, Odesa, Kharkiv, Dnipro, and Ternopil. We can also launch advertising in other cities and countries (EU and Bulgaria) if needed.

Period for analysis:

09.2022 - 12.2023 / 01.2024 - 03.2025 (first half of the war - second half of the war)

Objectives and tasks:

- Increase the number of applications for courses in different cities of Ukraine;
- Increase the number of partner leads for opening franchises in other cities of Ukraine and other countries.

Results for 1.5 years:

Growth in applications 17%
Improved quality of website applications: 40%
Increase in applications for franchises in Ukraine, Bulgaria, and the EU 71,4%

Project Features:

At the beginning of the project, we divided campaigns by educational areas (preparatory school for 4-6-year-olds, engineering projects for 6-8-year-olds, and engineering projects for 9-10-year-olds). Later, we began incorporating advertising for master classes. We also worked on promoting the courses and opening franchises in other countries (EU countries and Bulgaria).

Work process

The first advertising campaigns were launched in September 2021 in several Ukrainian cities, namely Odesa and Kharkiv. Our goal was to find new segments that would be interested in the offer and request children's courses. To do this, we pre-configured website events and developed new lead generation forms with subsequent integration into Google Sheets.
For the first six months of operation (until February 24, 2022), we launched an advertising campaign for each city with two funnels: website traffic and lead generation form traffic. Based on the quality of the incoming requests, after processing, we found that website requests had an approximately 80% conversion rate into targeted leads, while the lead generation form had significantly lower quality (depending on the city, demand, and exchange rate/MK).
Lead form leads were of lower quality in some cities, so we added verification questions to improve them. When analyzing the changes (we analyzed the results BEFORE and AFTER adding the verification questions), we received feedback that the quality of targeted leads increased by approximately 8-10%, but website leads were higher quality and converted better into customers. After about two months of testing, we focused solely on website traffic.
We tested various creative formats: static, dynamic (video), and carousel ads. Video ads performed 6.21 times better than other formats, so we allocated the majority of our budget to them.
Due to the specific nature of the project, we needed to continually attract new audiences to the website, who would then submit applications. To do this, we used affinity audiences and "look-alike" (LAL) segments. For cities with a consistent set of destinations (Kyiv, Kharkiv, Odesa, and Lviv), we tested approximately 28 new affinity segments and five LAL audiences. This testing revealed four successful connections (affinity audiences and creative formats) that regularly generated applications.
It's worth noting that during our campaigns, we encountered the fact that most cities in Ukraine are dependent on the geopolitical situation (the capital, Kharkiv, Dnipro, Odesa, and Poltava). It was precisely during periods of escalation and massive attacks across cities that the number of requests dropped by approximately 40% and their price increased. During this period, demand declined, leading to an average increase in the cost of reaching 1,000 users by 18%, resulting in a decrease in the number of requests by 30%.

Efficiency

Over 1.5 years, we increased the number of applications by 17,14%, increased the quality of applications from the website by 30-40% (compared to the lead form) in the first month of the war, and increased the number of applications for opening a franchise in Ukraine, Bulgaria, and EU countries by 71,43%.

Conclusion

When working in this niche, it's worth testing various funnels for generating leads. The most effective ones are the "Direct Message" objective, website traffic for leads, and lead generation forms. Based on the analysis of each funnel, you should analyze the results and identify the most effective connections. It's also worth testing as many audiences as possible (custom, lookalike, or saved) and identifying conversions. For each product (area), we recommend testing several creative formats (static, video, animation, carousel ads) with different links and offers. This way, you can identify effective connections with high response rates, which you can then scale.

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Cost of targeted advertising

Online stores

Main works:

Analysis of niche, competitors and target audience;
Development of an effective advertising strategy;
Classic remarketing;
Dynamic remarketing;
Development of creatives from 2 sets in 2 sizes (square and story);
Development of TS for developers to create a product feed;
Monthly dynamic report in Data Studio on KPIs.

As a bonus you will receive:

Setting up and installing Google Analytics and Facebook pixel systems;
Early access to testing beta functions of advertising systems;
Recommendations for increasing the conversion rate of website landing pages;
Recommendations for promotional offers;
A separate team for your project;
Quick advertising launch within 3 business days.

Price: from 12,500 UAH* Order

*The price shown is for agency work and does not include the advertising budget. Web analytics system setup is completed within the first month of project development.

Service websites, B2B, corporate websites

Main works:

Analysis of niche, competitors and target audience;
Development of an effective advertising strategy;
Classic remarketing;
Development of creatives from 2 sets in 2 sizes (square and story);
Monthly dynamic report in Data Studio on KPIs.

As a bonus you will receive:

Setting up and installing Google Analytics and Facebook pixel systems;
Early access to testing beta functions of advertising systems;
Recommendations for increasing the conversion rate of website landing pages;
Recommendations for promotional offers;
A separate team for your project;
Quick advertising launch within 3 business days.

Price: from 12,500 UAH* Order

*The price shown is for agency work and does not include the advertising budget. Web analytics system setup is completed within the first month of project development.

Insta-shops

Main works:

Analysis of niche, competitors and target audience;
Development of an effective advertising strategy;
Classic remarketing;
Development of creatives from 2 sets in 2 sizes (square and story);
Development of technical specifications for developers to create a product feed;
Monthly dynamic report in Data Studio on KPIs.

As a bonus you will receive:

Setting up and installing Google Analytics and Facebook pixel systems;
Early access to testing beta functions of advertising systems;
Recommendations for increasing the conversion rate of website landing pages;
Recommendations for promotional offers;
A separate team for your project;
Quick advertising launch within 3 business days.

Price: from 8,400 UAH* Order

*The price shown is for agency work and does not include the advertising budget. Web analytics system setup is completed within the first month of project development.

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