KUMON
CASE STUDY
Kumon is the world's largest supplier of supplementary education for children.
Over the past 10 years, we've produced TV & Radio campaigns, brand films and social video content for the brand.
Then in Spring 2018, Kumon came to us with a brief. They were re-designing their website from top to bottom and wanted video to run through it.
The Challenge
After experiencing extraordinary results with video, Kumon knew that it had the potential to revolutionise the user's experience when visiting their new website.
With so many segments to their target audience, the video had to be targeted very specifically with a tailored message for each demographic.
The content needed to work hard in order to make the most of Kumon’s investment.
It also needed to be created in a way that it could be used across multiple customer touchpoints.
"Together we discussed our KPIs and from this, began writing a brief for every film.
It's this collaborative process that really stood out for me."
Nicola Amoroso
Marketing Manager
Kumon
"They bring out the best in their clients. They allow us to show the best of ourselves to the world.
Which from any brand or marketing perspective, is paramount.'"
Guy Flower
Brand Marketing Manager
Kumon
The Solution
Working closely with the Kumon marketing team, we got to work, creating a content plan which would deliver video for every section of the Kumon website.
We also looked at wider marketing channels such as TV, Radio and Social, in order to make the most of Kumon’s investment and provide as many assets as possible.
Once we’d planned the work, we worked the plan.
Over the course of 6 months, we travelled the length and breadth of the UK filming Instructors, Students and Parents, documenting each person’s journey with Kumon.
The Results
The original brief was to create 30 films for the Kumon website. With some serious planning, and using the same budget, we made the most of the Kumon asset bank and expanded this to 70 separate assets.
Brand Films, Case Studies, Topic Videos, Explainers, TV ads, radio commercials – it all worked harmoniously and all fed back into the purchase funnel, enabling Kumon to offer a tailored, joined-up message wherever a customer saw it.
Since then, the brand has gone from strength to strength, with its online conversion rate increasing 34% year on year.
"The results speak for themselves. We're operating at another level now.
Our online conversion rate has increased 34% year on year"
Nicola Amoroso
Marketing Manager
Kumon
Case Study Film
Find out what Kumon have to say about working with Transmission by clicking the video below.
