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Onderwijs Vlaanderen

LeerID: 1 login for multiple learning platforms

Student aan locker

In short

In early 2023, Onderwijs Vlaanderen (Education Flanders) approached We Are Digital to promote the new LeerID digitally. With LeerID, students in Flanders have secure and fast access to learning platforms such as Smartschool, Wijsr, or Polpo using a single username and password. No more searching for the right password for each platform. To inform schools, students, and parents about LeerID, We Are Digital developed a digital strategy and online campaign for two target groups, in three waves. The response was impressive. At the end of the campaign, 90% of all Flemish schools had signed up for LeerID, and nearly 1 million students, accounting for 42% of all primary and secondary education students, were using their LeerID.

 

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01

Putting LeerID on the map

Based on research, WAD outlined the digital strategy for this awareness campaign, created a comprehensive media plan, developed a website, co-created the hero video, designed banner ads, and managed the campaign. For the learning platforms, WAD developed an online toolkit so that they could promote LeerID from their platforms as well. Additionally, promotional material, such as flyers and roll-up banners, was created to showcase LeerID at exhibitions.  

2 target audiences, 3 funnel stages

The goal of the campaign was to encourage as many schools as possible to apply for LeerID. Access to LeerID is facilitated through the school. Therefore, We Are Digital targeted two main audiences: firstly, ICT managers and directors of primary and secondary schools in Flanders. Secondly, they aimed at 6 to 21-year-old students from these schools, as well as their teachers and parents. The customer journey started with informing them, then delving deeper into the funnel to generate interest, and finally engaging them through conversion.

3 waves and a mix of channels

We Are Digital planned the campaign in 3 waves from March to September 2023. Through a dashboard, real-time results could be monitored. The client received a performance update every 3 weeks, and WAD made adjustments where possible. The online campaign ran on Youtube, Facebook, Instagram, LinkedIn, and Gimme, as well as on the website of Onderwijs Vlaanderen and other non-paying channels such as Klasse. WAD developed both paid and unpaid campaigns and managed organic social and organic search.

02

An excellent report

The overall results after the campaign are certainly impressive:

  • 90%of Flemish schools have an account on LeerID
    • 33% of regular full-time secondary education
    • 66% regular primary education
  • 42% of Flemish students, almost 1 million, have an account on LeerID
  • Overall conversion rate of 27%

This achievement earned a Boca award for the highest conversion. With these results, this case impressed the jury of the Boca Awards 2023. In this Best of Content Marketing competition, the LeerID campaign received a Boca award in the category of Highest Conversion Rate/subscriber growth for a content program.

LeerID is super useful, and yes, it’s free for schools and students. No wonder it has become a success story. However, schools or students couldn't apply for it if they weren't aware of it. That's why this successful awareness campaign was so important.

Emilia Van Oortegem
Digital Project Manager

Let's meet

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Kolonel Begaultlaan 1a/4
3012 Leuven
016 41 65 45