The Company
BYJU’S, the #1 Learning App in India.
India’s largest online learning program, BYJU’s is a perfect blend of engaging video lessons and personalized learning. It has amassed over 80 million users, 5.5 million of whom are paying subscribers. BYJU’s is currently the second most valuable startup in India.
The Challenge
BYJU’s challenge was to scale user acquisition and engage a broad audience in India’s rapidly growing online learning market.
The pandemic accelerated the adoption of digital learning, leading to a surge in education apps. As Raveendran, CEO of BYJU’s, noted in an interview with TechCrunch, “It took a pandemic for most stakeholders to try out digital learning. Parents are now accepting the online segment more than before.”
This rapid shift created a challenging scenario for marketers, where finding the right tune between performance campaigns, pricing, and measuring ROI effectively is key. Also, ensuring that you are impacting the highest number and the right users in the country allows for sustainable growth in a country where engagement is mandatory. When a market such as India adapts to a new service, potential online students can be found on any device.
As the pandemic accelerated the adoption of online learning services in India, BYJU emerged as the main education platform in the country and created a program that brought students on a personalized learning journey. BYJU’s challenge was to expand its services to the highest number of users and engage those with online course sign-ups.
The Solution
BYJU’s partnered with AVOW to optimize media strategy and expand user reach across India.
Key strategies included:
✅ Media planning and consultation: AVOW played a key role in consulting BYJU on its media plan to acquire the highest number of new users in India while maintaining healthy engagement rates and ROI.
✅ Multiple mobile-OEM ad campaigns: For that, AVOW leveraged opportunities to run ads in various mobile OEMs as a one-stop solution. Students were directly impacted when holding mobile phones from Xiaomi, Samsung, vivo, and OPPO brands, while their best ad formats were optimized daily, with a focus on ROI.
✅ Tailored targeting strategy: BYJU’s benefited from AVOW’s customized targeting strategy, which utilized deterministic data capabilities, based on demographics, gender, appographic, app category, and high-end device models. Xiaomi competes directly with Apple for #3 market share in Brazil, making it very relevant for any app developer to have its app published on stores aside from Google Play and the Apple App Store.
The Results
BYJU and AVOW’s partnership drove strong installs, engagement, and broad Android reach in India.
+300k
App installs in India
+30%
App engagement (registrations)
+80%
Reach of Android devices in India
As one of the top three largest operations to connect potential students with BYJU’s online courses, the campaign achieved impressive results:
📈 +300k app installs in India
📈 +30% increase in app engagement (registrations)
📈 +80% reach of Android devices in India
The majority of students signed up for their top courses, surpassing client expectations in both app engagement and return on investment—a truly successful campaign!
The Feedback
“AVOW is a very relevant partner for BYJU’s where we outsource a large portion of our User Acquisition activity. Working with AVOW allows us to reach several OEMs at once, saving time and resources, compared to buying from multiple channels. AVOW is very experienced in anything related to performance marketing and is always there to help us scale our campaigns.”