Success story:Casa do Professor

The project

Casa do Professor is a Portuguese institution with over 45 years of history, dedicated to the professional, human, and social training of its faculty members and their families. One of its key branches is the Training Center, which was established to address the needs of its members and has since expanded to offer various training programs, including for companies.

To compensate for an employee on leave and to enhance the results achieved by the Training Center, in May 2022, Casa do Professor contacted Chibious to take over social media management for the Training Center and to implement a Performance Marketing strategy to boost its sales.

Strategy and results

Due to restrictions placed on on Casa do Professor, the Performance Marketing strategy could not include Google Ads; as such, a Meta Ads strategy was developed, consisting of three distinct types of campaigns:

• carousel ads created manually and updated monthly, promoting multiple courses with a dynamic order;
• individual course ads, created monthly;
• dynamic remarketing ads to promote and convert previously visited courses on Casa do Professor’s E-commerce plataform for its Training Center.

Regarding segmentation, the strategy combined lookalike audiences and interest-based audiences specific to each course, in addition to the aforementioned remarketing audience.

Concurrently, social media management involved creating posts to promote each course and events such as SUPER03, an accredited training event for faculty, along with promoting these posts to lookalike and demographically-segmented audiences.

Within a year, Chibious’ Performance Marketing campaign management with Meta Ads for Casa do Professor achieved an average return on ad spend (ROAS) of 5.6 times the investment, equivalent to €560 in revenue for every €100 invested, with January of 2023 reaching a peak ROAS of 9.88.

Additionally, compared to the period from May to December 2022, the first four months of 2023 saw a 42.88% growth in ROAS, demonstrating the effectiveness of continuing this strategy for a highly specific market niche on Meta channels, namely Facebook and Instagram.