‘Transformation’ – British Council myFoundation English course Facebook carousel campaign

This campaign is to promote the British Council’s ‘myFoundation English course for adults. The course is suitable for beginners and people to make advancements in their lives and careers. The theme of the campaign is ‘Transformation’. Customers who have little or no knowledge of English can improve their language skills and transform to be professionals. The course allows customers to learn with flexibility and help them advance from their current job positions.

Post text

People are busy with running errands and their jobs and I want to remind them that they may miss the opportunities of making changes or progresses in their lives. myFoundation course can be the turning point of their transformation.

picture1_revised
The post text includes keywords ‘dare to’, ‘transform’ and hashtags

*Note the Page title should be ‘Program’ instead of ‘Programe’. Apologize for the error.

Picture 1

picture1
Picture 1 headline ‘Transform to be Professionals’

Photo source: http://weibo.wbdacdn.com/user/1836018105/

I want to highlight the theme ‘transformation’ by combining two contrasting visuals into one. The first picture that I use is combining faces of two persons. The left person refers to ‘You’ or customers and the right one is ‘professional’. The faces must look relaxed and positive. The person on the left of the visual should dress causally while the other on the right is in business attire.I want to include both genders in the visuals to follow organization’s vision in equality, diversity and inclusion.

The tag line ‘You can be Professional’ and headline ‘Transform to be Professional’  deliver the message that each one of ‘You’ can be transformed to be a ‘Professional’. I insert a button ‘Apply now’ with a url which links to the website of the course. I choose ‘apply now’ because I want customers to follow the key messages of the carousel ad and ‘apply’ them in their daily lives.

Picture 2

The key message of picture 2 is ‘Learn with flexibility’. The visual contrasts the facial expression of a mom and dad. On the left, they look hectic when taking care of their children but on the right, they attend the class and look relax. One of the features of the course is to allow students to study at their own pace. I choose moms and dads because they are one of target audience of the course.

pic2
Picture 2 headline ‘Learn with flexibility’

Photo source: http://www.philips.no/c-m-mo/tateflasker-og-smokker

https://www.britishcouncil.hk/en/english/courses-companies/registration

Picture 3

This visual shows the construction worker (left) can become a  project manager (right) when they attend the English course. Construction workers are skillful but they have to demonstrate their language abilities in order to become project managers. The course can help students, like the construction workers, who have little knowledge of English to improve and ‘level up your career’

pic3
Picture 3 headline ‘Level up your career’

Photo source: http://www.gettyimages.ae/detail/photo/construction-worker-wearing-hard-hat-and-high-res-stock-photography/78407501

http://www.mirror.co.uk/lifestyle/family/sara-cox-each-time-weve-5373042

Picture 4

The last picture is the British Council’s logo and a headline ‘Make transformation happen’. Students can find the way to transform in the British Council in Hong Kong through studying in ‘myFoundation English course’

pic-4

Photo source: https://www.facebook.com/BritishCouncilHongKong

Carousel ad in mobile version

mobile

I think companies can benefit from carousels using images, videos and urls in a single post feed. According to the article ‘Facebook’s carousel ads are 10 times better than its regular ads‘ , carousel ads achieve better click through rate than non-carousel ads. They can select the demographics of their target audience. In the campaign of myFoundation English course, I want to target as many people living and staying in Hong Kong who are 18 years old or above and except those who have received higher education e.g. master’s degree, postgraduate degrees and doctorate degrees.

audience-location
Location and age of target customers
audience_demographics
The course is not suitable for people who have received higher education

More people are using mobile devices or smartphones to browse internet and social media. Customers can click urls and read more about products and services whenever they find images and videos intriguing. Companies can gather data about customers’ behavior and preferences through click rates and scheduling to improve their marketing strategies. Companies can reach their target customers at low costs because they are charged by clicks.They can choose to deliver the ads on a daily basis or by weeks or months and schedule the ads in different time of day.

budget
My campaign is scheduled for a month which help me gather comprehensive and accurate data about customers.
scheduling
I choose to deliver the ad in various time of the day –  morning, lunch time and evening with reference to daily schedule of adults. The schedule is a bit different between weekdays and weekends. I want to use the data to analyze the habits of customers and prepare for campaigns in the future.

References:

Facebook business, How do I create an ad in the carousel format?

Facebook business, Get the Most Out of the Carousel Format

Garrett Sloane, Digiday, Facebook’s carousel ads are 10 times better than its regular ads

Gabi Barbosa, driftrock, Facebook Carousel Ads: The Complete Guide For Better Results with Ads

Advertisements