Creating successful campaigns? Exam bundle teaches you how to achieve optimal results

Pass in a hundred days? Exam bundle makes it possible. For 45 years, the brand has been helping exam students face their final exams with confidence. Examenbundel does this with its products, such as the Examenbundels and Samengevat books. Also this year, the brand joined forces with DPG Media to increase their awareness among high school students. The result? A successful campaign with the power of branded content, advertorials and display advertising. Do you also want a guaranteed successful campaign? Exam bundle teaches you how!

Creating successful campaigns? Exam bundle teaches you how to achieve optimal results

'Learning to innovate together'

How do you ensure that pupils and students get the best out of themselves? That is what ThiemeMeulenhoff does with innovative and flexible learning solutions so that every student can achieve the maximum for themselves. For 45 years the publisher has been making learning materials to prepare for the final exams under the brand name Examenbundel. These Examenbundels, Examenidiooms and Samengevats contribute to the preparation for school and central written exams. For four years, Examenbundel has had its own online platform where students can practice in the run-up to their exams to test whether they are well prepared.

Examenbundel's annual campaign is aimed at schoolchildren taking final exams. The parents of these students are the marketing target group. They ultimately buy the Exam Bundles to support their child's learning process. Every year about 180,000 students take their final exams and Exam Bundle wants to create brand awareness among this target group. The goal is to help as many final exam students as possible prepare for their exams. This time the angle of the campaign was 'Certainly succeed in 100 days'.

The power of the Publishing Partner Network

Examenbundel, in collaboration with DPG Media, was already looking for a platform for the campaign prior to the final exams. Scholieren.com, mainly known for its book reports and summaries and with over 25 years of existence, turned out to be the best solution. In recent years, this brand has grown into a larger platform for and by students. The editors of Scholieren.com consist of high school students who create blogs, videos and TikToks with which they offer school tips and tricks to their peers. They also write about everything that concerns young people besides school life. The platform mainly reaches school students between 15 and 19 years old, and these are exactly the students who are in the period when they are taking exams. The selectivity of Scholieren.com with regard to the target group of Examenbundel is so high that Scholieren.com is pre-eminently the right medium within this campaign.

Scholieren.com is a partner of DPG Media, making it part of our Publishing Partner Network, as are 23 other brand-safe partner websites such as Linda.nl, Buienradar.nl and Kekmama.nl.

Content for scholars, by scholars

ThiemeMeulenhoff and Scholieren.com have been working together for several years now. Every year ThiemeMeulenhoff looks together with Scholieren.com at how we can best reach the exam candidates. This year the focus was on the use of TikTok videos on the TikTok account of Scholieren.com. This platform is very suitable for reaching exam students in an accessible way. To create this content, we collaborated with the editorial team of Scholieren.com, which consists of high school students. These students took final exams themselves and from their experience they made three TikTok videos with tips and tricks on how best to learn and how to prepare for the dreaded final exams.

Display advertising for additional visibility

Concurrently with the publication of the TikTok videos, we developed two advertorials that we placed on Scholieren.com. The advertorials linked directly to a landing page on Examenbundel.nl. The first article contained five essential tips for exam students and the second blog offered tests, tricks and tools to really get that well-earned diploma. To further promote the Examenbundel brand to the target audience, we deployed two medium rectangle banners and an outstream video on the Scholieren.com website for five weeks. These linked to the Examenbundel website.

TikTok videos achieve ample benchmark

That we focused on TikTok within the campaign on Scholieren.com to reach schoolchildren proved to be the right choice. The three TikTok videos that we always published a few weeks apart more than met the benchmarks. The first TikTok reached over 211% of the expected benchmark, the second achieved a score of 239% and the third was also a hit with 218%. The two advertorials on Scholieren.com also fulfilled their promise. With a result of 185 out of index 100, we reached a huge number of students, of which 2.4 times more visitors clicked through to the articles on Examenbundel.nl. So in any case, the content of the exam students succeeded; now the students themselves!

Lifelong learning

The successful collaboration with Scholieren.com made Examenbundel decide to partner with DPG Media again next year. The key learning from this campaign was the fact that you achieve the greatest success with a combination of relevant content and the right timing on multiple channels. The TikToks and advertorials performed extremely well. The display advertising mainly contributed to the visibility of Exam Bundle. Our advice for next year? Start the campaign earlier and maximize the strong resources for even better results. ThiemeMeulenhoff remains committed to learning together to innovate. And that works for us too: from every campaign we get valuable insights that we can use to strengthen your brand even better.