About the client
Amberstudent, popularly known as amber is a long-term accommodation booking platform for students. They have helped 80 million+ students worldwide find and book full-time accommodations near their universities. Their USP is their ability to book the accommodations without the hassle of negotiation, non-standardized and cumbersome paperwork, and broken payment process.
They have been in this business for the past 8 years and have garnered the reputation to be one of the most trusted and reliable choices for a booking platform amongst students.
My role
Senior Designer • Copywriter
Senior Designer • Copywriter
Project Duration
7.5 Months
Design Objective
To achieve maximum lead conversions from social media advertising on the Meta Suite.
The Solution
I identified 3 key stages of optimization tactics that could help amber resolve their challenges and reach their objectives.
Stage 1. User research and setting goals
I dove deep into understanding the audience & their needs as well as setting the goals for the project. This was done by using online tools to identify top performers in the same industry and how well their strategies worked on social media platforms such as Instagram.
Competitor research helped me identify who amber's main competitors were and also helped me understand the changing landscape of online marketing.
1.1. Audience Profile
1.2. Competitor Review
1.3. Goal Setting
To achieve a minimum of 80K lead forms and 100K impressions on the website by leveraging creative ideation and strategic execution on social media advertising platforms.
Stage 2. Content Creation and Visual Direction
2.1. Finding Relevant topics
Tools I used to create and expand the list:
1. Semrush Topic Research
2. Keyword Strategy Builder
3. Keyword Magic Tool
2.2. Building Content Strategy
2.3. Ad Designs
3. Testing and Optimisation
Six months is normally a realistic timeframe to evaluate results and see the impact of social media marketing. In my engagement with amber, the first results appeared in the first 3 months—when all technical and content improvements were implemented to the campaign landing pages. By that time organic traffic to the main website had already increased by 110%.
In terms of tracking results within a 6 months time frame, the biggest challenge in this case was understanding the ever-changing preferences and choices of our target audience.
Here are some stats of my and my team's actions throughout the project phase!
To learn more about this project, get in touch
