The Ear Academy
The Ear Academy offers a fresh, engaging approach to music education for primary schools, with content created by expert music teachers and tailored for the modern classroom. As a new product in a competitive market, we needed to cut through the noise and quickly show schools why it was worth their attention.
Our goal was to raise awareness, build brand credibility, and drive traffic, trial sign-ups and leads, while making the content feel easy to access.
However, as we all know, teachers to do lists are huge and making time for music in the school week can be a challenge. So, we knew we needed to think of something that would grab their attention as they don’t have the time or the headspace to trial an unfamiliar product.
Sounds easy, but this needed to be achieved in just four weeks.
“The Influence Crowd have a wealth of knowledge, experience and creativity that made our campaign a success. Working with the team is a joy.”Rus Nerwich
To succeed with our goal, it was vital to make the offer irresistible, relevant and easy to engage with.
We decided the best way to do this was to create a content campaign to showcase the product in small, teacher-friendly chunks. We developed ‘Musical Mondays’, a three-week mini-series of free music lesson plans for key stage two teachers. These curriculum-linked resources gave schools a taste of what The Ear Academy offers, without the pressure of exploring the full platform. This acted as a warm-up to entice teachers to want to sign up to a longer two-term trial offer.
We ran a digital campaign across Meta and worked with trusted influencers like Mr P ICT. Mr H and Miss Taylor to promote Musical Mondays, ensuring a strong presence in the teacher community.
The influencers created entertaining and engaging content for TikTok and Instagram that showcased the fun and ease of The Ear Academy’s lessons. We also used Meta ads and email campaigns, which targeted primary teachers and decision-makers to encourage sign-ups for Musical Mondays and the extended free trial.
Our influencers are well-known and trusted voices in the education space, which helped to increase visibility and direct click-throughs to the Musical Mondays sign up page.
In just four weeks, we achieved outstanding results.
Scroll down for the full results and impact of this campaign 👇
Nearly 300 teachers signed up for the Musical Mondays programme in just four weeks
Almost 700 likes across influencer content
Nearly 30,000 total views (11.1K on Instagram and 18.4K on TikTok)
97% of teachers who signed up to Musical Mondays engaged with the lesson plan content
Social ads achieved strong engagements (5,000) click-through rates and conversions on a limited budget
Potential for 9,000 children to enjoy music in their classrooms
