About ROYBI
ROYBI’s mission is to provide a personalized learning experience for every child, highlighting their unique abilities and interests. Their AI-powered, educational robot provides a sophisticated 1-on-1 private tutoring experience; creating a strong educational foundation for children during early childhood, so they can stay on track for a successful future.
With a growing library of over 500 free lessons and 40+ stories and songs in 73 categories, ROYBI is an unlimited learning resource that is constantly updated to meet your child’s educational needs and learning styles.
The Challenge
Shortly after concept and launch of their new educational robot, I collaborated with the ROYBI team to create interest and drive product sales with a multi-pronged approach:
• PPC/SEM (Paid Search) Management
• On-Site Conversion Rate Optimization
• Facebook/Instagram Media Management
• Display Re-Marketing Management
• Video and Static Design Concept/Creation
These strategies panned out great for ROYBI, as sales and brand recognition grew almost immediately. However, three months later… (*screech*)… the pandemic hit. Everything mentioned above needed to be completely rethought, and on a lightning-fast timeline. See more below to see how I helped with the pivot.
How I Helped
First and foremost, ROYBI needed proper messaging to address the newly-announced pandemic, and how to portray the “Roybi Robot” as a practical product to assist in such trying times. Schools began closing, so more and more parents opted to home-school their children.
This begged the question:
“When school is out, and playdates aren’t an option, how do you assist parents in keeping home-schooled kids entertained with something educational- instead of just TV and video games?”
The final taglines I created were variations of:
“Kids Stuck at Home?… Keep Them Busy LEARNING with ROYBI Robot”.
From there I conceptualized, designed, and implemented custom video content, social media feed/sidebar ads, programmatic display ads, website and product page popups, and variable-data email campaigns to push the new messaging and drive sales.
Video Content
To follow along with the messaging of ROYBI Robot being practical, I also created several tongue-in-cheek videos to remind customers that ROYBI is still “fun” in the midst of a pandemic. At the time, toilet paper hoarding was an issue- this video shows an example of ROYBI playing on that mindset.
Programmatic Display Ads
In addition to retargeted, variable-data email campaigns and video content, I was responsible for updating the creative on all display ads. This included the implementation of animated display ads in lieu of static ads- which created more brand visibility/interaction and increased click-through conversion rates.
