Problem
The club had a small online following and limited visibility, which made it challenging to reach new students and build a strong community. With minimal engagement, it was hard to turn online interest into actual class enrollments.
Company
Overview
Grandmaster Chess Club is a UAE-based chess academy that leverages the expertise of FIDE-certified Grandmasters and International Masters. The club focuses on providing high-quality chess education, including group and private classes, and wants to grow its online presence while attracting serious students.
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Strategy and Execution
We adopted an engagement-first approach, “Engage! Don’t sell”, creating content that focused on teaching by grandmasters and educational analysis like game breakdowns and strategies. Student success stories and tournament highlights were added to humanise the brand and build a loyal following.
To capture leads, we implemented a multi-channel paid media funnel using WhatsApp inquiry ads and lead generation forms, making it easy for interested students to sign up for classes.
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Results
The campaign brought rapid growth for the club. Instagram followers went from 126 to 544 in just one month, while the content reached 48,500 people and received over 109,000 views. Interactions also jumped, with 2,500 total engagements, around 12 times more than before. Most importantly, the campaign generated 148 leads, including 120 serious inquiries through WhatsApp, helping the club become a go-to place for chess education in the UAE.
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