Ecole Hôtelière de Lausanne: Sharing Swiss Hospitality with the World

We helped Ecole Hôtelière de Lausanne increase the visibility and awareness in the Korean market.

We helped Ecole Hôtelière de Lausanne—consistently regarded as the best hospitality school in the world—increase the visibility and awareness of its brand and bachelor degree program in the Korean market.

Scope

  • Naver Ads account creation
  • Sophisticated campaign setup and ad group structure
  • Bid and budget management
  • Targeted keyword research
  • Localized ad copy creation
  • Ad placement optimization
  • Landing page localization and optimization
  • Analysis and reporting

The Egg Korea team provided an optimized Naver marketing strategy using Naver blog and SEM to help us to increase the visibility and awareness of Ecole Hôtelière de Lausanne in Korea.

 

We have been impressed by their passion to identify opportunities and maximize the impact of our digital marketing campaign.

 

– Fern Lee, Marketing and Communications Officer, Asia-Pacific

Background

Ecole Hôtelière de Lausanne (EHL) is an ambassador for traditional Swiss hospitality and has been a pioneer in hospitality education since 1893. It has created and inspired a unique professional community of over 25,000 hospitality managers, united by the values and the legacy of EHL.

EHL trusted us to manage and optimize its digital marketing campaign in Korea, which included Naver text ads, Naver content ads, and its Naver blog.

Challenges + Goals

Korea is well known as a country with exceptionally intense competition in the education market. Given this fierce competition, EHL experienced difficulties increasing brand awareness through its existing Naver blog.

EHL approached us with a goal to increase brand awareness and enquiries particularly for its bachelor degree program.

Our key challenge was allocating ad spend effectively to increase quality traffic and enquiries under a limited budget and notoriously tight competition.

Strategy + Execution

In phase 1, we ran Naver text ads, Naver content ads, and content marketing campaigns for the Naver blog. Through this brand awareness campaign in the Korean market, we increased traffic to EHL’s Naver blog by 260%.

In phase 2, we decided to use just Naver text ads to increase the number of enquiries by decreasing the number of conversion funnels. This move increased the conversion rate significantly despite a decreased ad budget compared to phase 1.

Over the course of the project, we’re proud to have brought +513% overall website traffic, +260% unique visitors to the Naver blog, +200% enquiries, and an ad quality score of 5/7 (the average Naver ad quality score is 3/7).

Different ad strategies were devised and applied for different phases and campaign objectives. This included highly targeted keyword research and localized ad copy unique to the Korean market to increase traffic and enquiries for EHL.