Hand Wave

Social media ad campaign for an Ed-Tech brand


Parentof is an app where your young inquisitive children can get answers to their curious questions and concepts. Through activities and personal mentorship, they strengthen a child’s ability to successfully do everything they are truly capable of.


The brand was coming up with their Masterclasses on different topics like aerodynamics, coding, singing and many more on their app. With the vision to reimagine and evolve Skill Education, the brand wanted every child to take the benefit of these masterclasses and that's why they wanted a social media performance campaign around this.

Man objectives of the brand were:

  • New user sign-ups
  • Masterclass enrollments
  • App Installs (Android version)


The brand was advised by us that Facebook was the greatest platform for achieving their objectives for the considered target group of parents. In order to see which advertising and campaigns were generating installations and at what cost, we collaborated with them to incorporate the Facebook SDK into the app.

Key tweaks in our strategy were:

  • We focused majorly on tier-1 cities and targeted some well-to-do 2nd tier cities as well.
  • We created Facebook-specific creatives that yielded exceptional CTRs, thus lowering overall CPIs for the campaign.
  • For the campaign's first launch, we created a number of unique audience and targeting buckets.
  • While concentrating on the most relevant and interested audiences, we used Facebook's cost-per-action bidding strategy to reduce the overall cost per install.
  • We also used Hindi for our creatives to characterize the diversification and authentication of the brand and what it was glad to deliver.


We achieved an effective cost per Install (CPI) of ₹28.23 on Facebook and Instagram collectively. The brand saw many new sign ups in the app as well as for the masterclass.

3 dots

Let's Start Tweaking


Tell us your requirement and our team will contact you within 60 minutes.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.