Market Research & Insight Gathering
Studied Teachmint's existing campaigns in India to understand what had worked before, then evaluated whether those strategies would translate effectively to the Bangladeshi market.
Having established success in India, Teachmint faced the challenge of breaking into the Bangladeshi market, where brand awareness was virtually non-existent and audience trust had yet to be built.
The timing of the launch in late 2021 presented a unique challenge, as the pandemic had disrupted normal communication and outreach channels, requiring a strategy suited to an entirely online environment.
The brand needed to communicate its arrival to as many teachers, learners, and academic practitioners as possible within a very limited timeframe, leaving little room for a gradual rollout.
With a platform built specifically around online teaching and learning, the core challenge was precisely identifying and reaching educators who were actively conducting their academic activities digitally during the pandemic.
Studied Teachmint's existing campaigns in India to understand what had worked before, then evaluated whether those strategies would translate effectively to the Bangladeshi market.
Identified a key cultural difference — that Bangladeshi audiences respond more strongly to field-relevant figures than to celebrity endorsements — and used this insight to reshape the campaign direction entirely.
Decided to partner with a socially active, well-respected teacher who could authentically advocate for the platform and carry genuine credibility with the target audience of educators.
Planned to develop a script and narrative that felt native to Bangladesh, weaving in relatable contexts and platform features in a way that would resonate with local teachers, students, and parents.
Strategized from the outset to adapt the final video content across multiple social media formats — including reels, shorts, and statics — to maximize reach across different platforms and audience behaviors.
Partnered with a prominent teacher-influencer active on social media to front the campaign, ensuring the message was delivered by a trusted and relatable voice that the Bangladeshi audience would take seriously.
Wrote an original, Bangladesh-specific script built around an inspiring storyline that naturally introduced the platform, highlighted its key features, and made a persuasive case for adoption among educators and learners.
Designed bright, vibrant sets representing different teaching environments and portrayed diverse genres of teachers in their own workspaces, ensuring the content felt inclusive and reflective of the broader educator community.
Repurposed the final video into multiple formats — statics, reels, and shorts — tailored to the specific requirements of each social media platform, significantly expanding the campaign's overall reach and engagement potential.
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