Vedantu's #21DaysLearningChallenge garners more than 40 million views on Instagram

Due to ongoing coronavirus pandemic, ed-tech and online learning companies are seeing a spike in the usage of their apps. The moment schools and colleges closed due to the crisis, it took no time for companies such as Byju's, Unacademy and Vedantu to put their best foot forward to offer free access to live classes and content on their platforms in order to help them continue learning from home.

Vedantu launched the #21DaysLearningChallenge on social media and brought on board celebrities and famous influencers to promote the campaign on Instagram. The influencers were seen learning or practising a certain activity during this lockdown period with more time in hand.

Vedantu associated with actor Hrithik Roshan, cricketer Shikhar Dhawan, influencer Jannat Zubair and tennis player Sania Mirza to promote Vedantu’s initiative of providing free access to online classes from grade 1 to 12 and to those appearing for JEE and NEET.

Hrithik Roshan’s Instagram post:

 

 

 

 

 

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A post shared by Hrithik Roshan (@hrithikroshan) on Mar 31, 2020 at 7:05am PDT

Sania Mirza’s Instagram post:

 

 

 

 

 

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A post shared by Sania Mirza (@mirzasaniar) on Mar 26, 2020 at 3:15am PDT

Jannat Zubair’s Instagram post:

 

 

 

 

 

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A post shared by Jannat Zubair Rahmani (@jannatzubair29) on Mar 29, 2020 at 8:23am PDT

Due to this influencer marketing activity, the brand was also able to garner a lot of user-generated content. Vedantu hasn’t been a fan of influencer marketing before this, but this time around, it spent close to an estimated spend of Rs 50-60 lakh and garnered more than 40 million views on Instagram itself.

Sheeko Brandscore graph of Vedantu’s performance on Instagram:

By collaborating with influencers with such massive following, the brand has been able to fetch instant awareness.

Recently, Vedantu Innovations secured $13 million (nearly Rs 99 crore) in an extended Series C round of funding. Chinese venture capital firm Legend Capital contributed $10 million. Existing investor Omidyar Network put in the remaining amount, according to news reports.

The Bengaluru-based interactive ed-tech platform, Vedantu, was co-founded by Vamsi Krishna, Anand Prakash and Pulkit Jain in 2011. It offers classes for students in subjects such as mathematics, science, social studies and English.