Enhancing Engagement: How Charlesworth Localised Wiley’s Global Researcher Campaign.
Introduction & Target
Wiley approached Charlesworth to support with localising a large global campaign aimed at junior researchers. The Early Career Researcher (ECR) campaign was designed to engage researchers in the early stages of their careers and opt-them into Wiley marketing. At the centre of the global campaign was a personality quiz and fun, carton personality profile.
Our approach
To achieve the campaign objectives, a series of strategic actions were implemented:
- Localisation and Platform Setup:
- Created a fully localised Chinese version of the academic personality test, adapting both content and design to align with the preferences and expectations of the target audience.
- Conducted platform research and selected an H5 template, followed by adjustments to optimise data collection and user engagement.
- Author Panel Test
Organised a panel of researcher to test the quiz before the campaign launched, collected their feedback on the quiz and optimised it based on their recommendations.
- Strategic Promotion:
- Developed unique promotional copies tailored for different academic WeChat accounts and external platforms to maximise campaign exposure.
- Collaborated with third-party academic platforms to expand the campaign's reach.
- Ideas of Incentive and Engagement:
- Designed the potential incentive strategy, including a selection of academic-themed merchandise such as stickers, badges, and figurines, to increase participation.
- Assisted Wiley in finalising the promotion plan and creating materials like segment QR codes and offline posters.
- User Data Collection and Analysis:
Gathered detailed user data from quiz participants and provide updates to Wiley.
- Redbook promotion
- The campaign was part of the content plan for wiley’s Charlesworth managed Redbook account, an Instagram like platform, which is ideal to connect with young researchers.
Outcomes and Metrics
Through organic and paid ads Charlesworth drove traffic to the personality quiz campaign. Through ongoing optimisation, we were able to start with a 5% conversion rate for the campaign, increasing to 30%, and peaking at 38%.
