Project Context
BILDITS is an international educational program that teaches children engineering, architecture, and spatial thinking through play-based learning.
The primary objective of the project was to increase brand awareness, position BILDITS as an innovative informal education platform, and achieve sustainable growth in student registrations throughout the year.
Goals
- Increase brand awareness by at least 70% during the first year;
- Improve the lead-to-registration conversion rate from 11% to 27%;
- Double social media engagement;
- Expand partnerships with schools and educational centers;
- Increase regional demand and establish new learning groups.
Challenges
Presenting engineering concepts in a simple, visually engaging, and accessible way;
Balancing communication that appealed to both children and parents;
Maintaining registrations during seasonal periods, especially throughout the summer.
Strategy
The BILDITS campaign was built around an innovative and emotionally engaging strategy, presenting engineering as a creative form of play.
- Organizing open lessons and demonstration classes in schools;
- Hosting parent meetings and participating in educational forums;
- Publishing PR articles and securing media coverage focused on innovative education.
- Social media campaigns across Facebook, Instagram, TikTok, and YouTube;
- Video series including “Build Your First Structure” and “My Project with BILDITS”;
- Targeted advertising campaigns aimed at parents;
- Remarketing campaigns and automated follow-up communication;
- A colorful, playful, technology-inspired visual identity reflecting the concept of learning engineering through play.
Inspirational and motivational, built around the message:
“Help your child build their own world.”
Key Performance Indicators
| Metric | Initial | Achieved | Growth |
|---|---|---|---|
| Brand Awareness (Reach / Awareness) | Baseline | +180% | +80% increase |
| Social Media Engagement Rate | 2.1% | 5.2% | +148% increase |
| Registrations | Baseline | 270% | 2.7× increase |
| Lead-to-Registration Conversion | 11% | 27% | +16 percentage points |
| Regional Expansion | 1 city | 4 cities | +3 new locations |
| Cost per Lead (CPL) | ₾17 | ₾9 | 47% reduction |
| Website / Ads CTR | 1.7% | 4.3% | +153% increase |
Results
- BILDITS achieved 2.7× growth in student registrations during its first year;
- Brand awareness increased by 80%, while social media engagement nearly doubled;
- Lead-to-registration conversion improved by 16 percentage points;
- Cost per Lead (CPL) decreased by 47%, demonstrating highly efficient campaign optimization;
- The program successfully expanded into three additional regions, establishing pilot groups in each location;
BILDITS established itself as an innovative informal education brand that teaches children to think, create, and experience the principles of architecture and engineering through play.