Detailed Case Study:
Industry: Education
Reimagining IBM's AI and Machine Learning Course Enrollment Strategy
Detailed Case Study:
Industry: Education
Reimagining IBM's AI and Machine Learning Course Enrollment Strategy
10x
increase in results
6 weeks
total time to results
10x
increase in results
6 weeks
total time to results
Introduction
International Business Machines Corporation (IBM) – a renowned multinational technology corporation specializing in software, hardware, and offering cutting-edge technological educational courses.
Introduction
International Business Machines Corporation (IBM) – a renowned multinational technology corporation specializing in software, hardware, and offering cutting-edge technological educational courses.
Context & Challenge
Timeframe & Setting
The backdrop of 2020’s global lockdown during the COVID-19 pandemic.
Core Issue
A drastic plunge in enrollments for IBM's AI and Machine Learning courses.
Target Group
Young professionals, primarily engineers aged 25-35, seeking to upskill in emerging technologies for enhanced career prospects.
Context & Challenge
Timeframe & Setting
The backdrop of 2020’s global lockdown during the COVID-19 pandemic.
Core Issue
A drastic plunge in enrollments for IBM's AI and Machine Learning courses.
Target Group
Young professionals, primarily engineers aged 25-35, seeking to upskill in emerging technologies for enhanced career prospects.
Insight & Strategy
01. Data-Driven Analysis
Employing a meticulous approach, we delved into IBM’s existing student data, unearthing valuable insights about the target demographic’s changing preferences and needs during the pandemic.
02. Qualitative Research through User Interviews
Key Findings
Revealed an underlying desire for engaging, fun, and culturally rich experiences. These young engineers, feeling the brunt of isolation, yearned for more than just educational content; they sought human connection and cultural enrichment.
Cultural Context
Coinciding with global movements like Black Lives Matter, there was a notable surge in the desire for cross-cultural understanding and awareness.
03. Innovative Event Strategy
Celebrity Integration
Orchestrated an avant-garde online event, headlined by Terrence Lewis, a Bollywood sensation and an inspirational figure with over 100 million followers. His artistic prowess, blended with his tech curiosity, served as a perfect amalgamation for the event’s theme.
Creative Fusion
The event was a symphony of art and technology. It featured an eclectic mix of artists – painters, poets, musicians – alongside IBM’s AI experts. The highlight was an extraordinary experiment where these artists, including Terrence Lewis, interacted with AI technologies to co-create unique art forms – an AI-assisted dance sequence, algorithm-generated poetry, and music compositions.
Execution
Timeline
The turnaround time for this innovative pivot was six weeks – from conception, through meticulous planning, to execution.
Engagement Strategy
The event was not just a display of technology and art but an interactive saga, capturing the audience's imagination, making them visualize the potential of AI and machine learning in everyday creativity.
Outcome & Impact
Quantitative Success
The campaign resulted in a staggering 10-fold increase in course enrollments shortly after the event.
Budget Allocation
With a strategic investment of around $250,000, the ROI was phenomenal in terms of enrollment numbers and brand visibility.
Qualitative Triumph
The event received widespread acclaim, not only from IBM executives for its innovative approach and execution but also from the participating celebrities who were thrilled to be part of this unique blend of technology and art.
Outcome & Impact
Quantitative Success
The campaign resulted in a staggering 10-fold increase in course enrollments shortly after the event.
Budget Allocation
With a strategic investment of around $250,000, the ROI was phenomenal in terms of enrollment numbers and brand visibility.
Qualitative Triumph
The event received widespread acclaim, not only from IBM executives for its innovative approach and execution but also from the participating celebrities who were thrilled to be part of this unique blend of technology and art.
Conclusion & Reflection
This case study exemplifies how an unconventional approach, blending the realms of technology, art, and popular culture, can revitalize interest and participation in educational programs.
It stands as a testament to our ability to think outside the box and harness the power of diverse elements to achieve extraordinary results.
Testimonial
"TetraNoodle blew us away. Kudos!"
Melissa Sassi
Chief Penguin, IBM
"TetraNoodle really is genuine and cares about what they are putting out there. Their intentions are noble.”
Terence Lewis
Award-winning Bollywood choreographer
Conclusion
This case study exemplifies how an unconventional approach, blending the realms of technology, art, and popular culture, can revitalize interest and participation in educational programs.
It stands as a testament to our ability to think outside the box and harness the power of diverse elements to achieve extraordinary results.
Testimonial
"TetraNoodle blew us away. Kudos!"
Melissa Sassi
Chief Penguin, IBM
"TetraNoodle really is genuine and cares about what they are putting out there. Their intentions are noble.”
Terence Lewis
Award-winning Bollywood choreographer
