This partnership heralds the ed-tech platform’s entry into the arena of ‘Super Bowl’ marketing, which has historically helped brands reach their target audiences instantly, breaking away from its conventional BTL strategy focused on highly niche tactics, channels and avenues
Scaler (by InterviewBit), one of the fastest-growing tech education startups, today announced its association with the online video streaming platform Disney+ Hotstar as an official partner for the marquee World Test Championship (WTC) Final between India and Australia from 07 to 11th June 2023. Through this association, the edtech startup aims to garner around 50 million cumulative impressions (the campaign will be played multiple times during the duration of the event) for the edtech's latest brand film that urges working professionals to be self-driven in their hungry pursuit for skill-based career growth.
Since its inception, Scaler's marketing efforts have systematically targeted its niche audience of working tech and IT professionals in a deliberate manner to ensure maximum impact at a fraction of the astronomical marketing costs cited by its peers. With an emphasis on clutter-breaking messaging and adopting a digital-first approach to reach its potential learner community, Scaler has launched some of the most thought-provoking campaigns, challenging the status quo when it comes to how techies learn and build their careers.
Backed by the success of its most memorable campaign on skills-trumping degrees, Scaler's BTL approach has served it well with channels such as OTT, YouTube, social media engagement activities, and other content collaborations across genres and geographies. Hence, even as the brand bets on more significant sporting events like cricket for more exhaustive canvassing, its association is with an OTT platform and app, as the latter emerges as the default choice of young aspiring techies and working professionals. The brand has previously collaborated with Disney+Hotstar as an Associate Sponsor to promote its marketing campaign during the Asia Cup.
"We are delighted to announce our strategic partnership with Disney+ Hotstar for the much-anticipated Final between India and Australia. This collaboration marks a pivotal step in Scaler's evolving brand-marketing journey as we move beyond the safe harbour of our minimal investment for a maximum-impact approach. Our goal is to enhance visibility for the brand by aligning with niche sporting events that reach our desired demographic," says Rahul Karthikeyan, Chief Marketing Officer Scaler & InterviewBit.
"As we continue to expand our learner base, impactful associations with high-decibel sporting events, such as cricket, will help instantly create the desired brand awareness amidst a much wider audience. We look forward to a captivating match and creating a memorable experience for all cricket enthusiasts," he added.
Over the years, most brands have relied heavily on brand ambassadors to appeal to their audiences. However, since most upskilling programs target a specific audience that is well-informed and part of the decision-making process, only a few brands have built a niche. In 2022, Scaler announced a 100 crore investment in digital marketing to capture the minds of young and aspiring techies through their medium of choice. On the back of its sustainable, low-cash-burn principle, Scaler has observed a 100% increase in enrolment inquiries for its online programs and a staggering 200% increase in the time spent by existing learners on the platform.
Scaler's BTL approach, which includes strategic partnerships with creators and influencers such as Alright, Ankur Warikoo, JordIndian, RVCJ, TVF, and more, has helped the brand optimise costs while yielding positive outcomes. In 2022, the brand successfully produced two popular Telugu, Marathi web series, and a regional language movie, generating millions of views per episode on YouTube. Additionally, collaborations with prominent regional influencers such as Parithabangal and Prafull MBA Chai Wala have further elevated the brand's presence in specific regions experiencing growing upskilling demand.
