Tutoroot, an online tuition platform, sought to expand its reach and resonate with a younger audience. Recognizing a disconnect between the brand’s formal, parent-focused approach and the needs of today’s students, I led a comprehensive brand refresh, transforming the website and social media presence to be more engaging, vibrant, and student-centric.

This involved a deep dive into user behavior using Microsoft Clarity, identifying key drop-off points in the conversion funnel. I then implemented data-driven solutions such as shortening the registration form and incorporating video testimonials from both students and parents to build trust and demonstrate value. Boldly simplifying the website navigation to just two core choices further streamlined the user experience.

On social media, I shifted the brand’s voice from a ‘preacher’ to a relatable ‘elder sibling,’ creating fun and engaging content that fostered a genuine connection with students. This was complemented by offline initiatives like quiz competitions in schools and fun games in local communities. I also identified a key customer need for revision support, leading to the creation of a successful annual revision batch program.

Collaborating closely with the paid advertising team, I developed and executed targeted campaigns, including lead magnet strategies, video ads for brand awareness, and ads with tailored communication styles.