We were tasked with growing Amazon Web Services (AWS) exam testing in the APAC region by 27% during the promotion. The offer if purchased through Pearson VUE, was a free exam retake if they fail the exam the first time exclusively through Pearson VUE.
We developed full customer journeys, creative and planned a campaign that would reach students as well as experienced IT developers. We targeted English speaking countries (Australia, New Zealand, India, Malaysia, Singapore, Thailand, Vietnam, Philippines, Japan, South Korea and Indonesia) through both contextual and behavioural targeting across four channels: Amazon DSP, GDN, LinkedIn & Twitter.
Whilst the majority of traffic was obtained from users in India, levels of engagement were fairly spread amongst the other targeted countries, with Vietnam and Australia obtaining high CTRs of 23.70% and 23.40%.
Twitter greatly exceeded our traffic targets and delivered the most amount of traffic volume and conversions from the three channels used, with which the majority can be attributed to our behavioural targeting efforts.
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