Xylem Mega Admission Day: 127 hyperlocal videos, 10M+ views, 33% more admissions
A hyperlocal creator campaign for Xylem's NEET/JEE crash program — 127 regional videos across 36 Kerala centres drove 10M+ views, a spike in enquiries, and 33% more admissions year on year.
What we were up against
Xylem Learning's Mega Admission Day had to fill the NEET/JEE crash program across 36 centres in Kerala — fast, and on a tight timeline. A typical wide regional campaign wouldn't move the needle: aspirants and parents in each town trust local voices, not generic ads. The brief carried a hard outcome target — admissions, not just views — and behind the scenes meant constant revisions and blockers to work through without slipping the deadline.
How we attacked the problem
- 1
Went local and deep instead of wide — selected only creators with proven engagement inside their own town or region, who genuinely understood their audience
- 2
Prioritised authenticity over raw reach: profiles that consistently make content people actually connect with, so the message felt local and real rather than like marketing
- 3
Mapped creators to all 36 Xylem centres and hybrid centres across Kerala, so every catchment saw familiar local faces talking about the crash program
- 4
Built content for the admission-decision moment — Admission Day offers, crash-course details, and reassurance for aspirants and parents
How it played out
- 01
Planned and produced 127 regional videos under a tight timeline, absorbing constant revisions without slipping the Admission Day date
- 02
Rolled out region by region so each centre's catchment saw locally relevant, town-specific Admission Day content
- 03
Concentrated the push around Mega Admission Day to convert the enquiry spike into walk-ins and confirmed admissions
What actually happened
The campaign delivered 127 regional videos and 10M+ views at a 4.8% engagement rate. But the real outcome was on the ground: a sharp spike in crash-course enquiries and 33% higher admissions compared to the previous year — proof that hyperlocal, authentic creator content converts far better than broad regional advertising.
I knew running this like a typical regional campaign wouldn't work, so we went local and deep — only creators with real engagement in their own regions. When the content feels local, it stops feeling like marketing. Even with all the chaos behind the scenes, we crossed 10M+ views and, more importantly, 33% higher admissions than last year. Couldn't have pulled this off in such a short time without Zapplr.
Other case studies
How Myntra drove 4.2M app installs in 30 days
We orchestrated 340 creators across 5 South Indian languages for the End-of-Reason Sale, driving the highest regional EORS performance in Myntra's history.
Read storyZomato Kochi launch: how creators made it the #1 food app in Kerala
A hyperlocal creator blitz across Kochi's lifestyle, food, and family creator network drove a 280% lift in order volume and toppled the incumbent within 8 weeks.
Read storyWant a campaign like Xylem's?
Custom strategy delivered in 24 hours. Free, no strings.
Book a free strategy call →