Gill Education | A performance-led social strategy that delivered year-on-year gains

Gill Education needed to increase its reach among Irish teachers and improve year-on-year performance across traffic, engagement, and lead generation. Piquant delivered a data-driven social campaign that cut through a crowded market and turned teacher attention into action.

Our strategy delivered significant results and year-on-year growth: over 1,600 leads, major increases in website sessions, and a 117% surge in new visitors to the website, showing our campaign effectively reached previously un-engaged teachers and supported the sales pipeline.

Reaching teachers and driving action

Gill Education, a leading Irish educational publisher, wanted to strengthen its relationship with teachers nationwide and launch their key titles for 2025, across Primary and Post Primary. They needed a unified social campaign across organic and paid, and a campaign identity that reflected their support for educators while driving real engagement.

Breaking through a competitive market

Teachers are inundated with content from multiple publishers. Gill Education’s challenge was to stand out, build trust, and convert attention into action: website visits, lead form submissions, and rep contacts. We took the opportunity to position Gill Education as a supportive, teacher-first brand. By focusing on authenticity - real classrooms, real educators, user-generated content - we created content that spoke directly to Irish teachers. This approach anchored the campaign tag line: “Teachers, we got you.”

Creative content built for performance

Piquant delivered an extensive suite of social creative: over 40 short videos, classroom photography, 150 graphics, memes, testimonials, and an influencer partnership with a real teacher. Combined with data-driven audience targeting on paid channels and full-funnel optimisation, we moved teachers seamlessly from discovery to conversion.

Year-on-year growth that mattered

The campaign produced substantial improvements: a 103% increase in Primary website sessions, a 667% rise in Post-Primary sessions, and an 117% jump in new users. More than 1,600 leads were directly attributed to ads.

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