Dragonbox

Product launch

DragonBox Koulu is an award-winning educational game company that creates engaging mobile games designed to make learning math fun. The comprehensive learning package combines digital gamified tools, physical materials, and printed workbooks and math stories — encouraging exploration, reflection, and active participation throughout the learning process.

Bringing a New Service to Market

DragonBox Koulu represents a completely new approach to learning and teaching mathematics, challenging the established methods in Finland. The biggest challenge with any new service is gaining traction alongside existing habits and perceptions. Identifying the right target audience is therefore crucial — not only for gaining acceptance but also for ensuring cost-effective marketing.

Know Yourself, Know Your Customer

Together with the client, we defined the most relevant target groups — in this case, young first- and second-grade teachers. Since such detailed demographic information is rarely shared on social media, we relied on earlier groundwork and targeted the campaign toward people who had already visited the DragonBox website or shown prior interest.
The campaign incentive was a limited-time Early Bird offer for pre-orders. We followed the classic “see–experience–act” model, with the first awareness stage already achieved through field marketing. Our task was to bring DragonBox Koulu back to the audience’s attention and motivate them to take action.

Target, Target, Target

A Facebook Pixel was installed on the website, enabling precise retargeting. Visitors who had previously shown interest saw DragonBox Koulu ads while browsing Facebook, reminding them of the Early Bird campaign and encouraging them to take advantage of the discounted offer by clicking through to the website’s order form.

Did It Work?

Yes — and impressively so. Website traffic increased significantly during the campaign, with returning visitors making up nearly half of all site users. Social media generated about a quarter of total traffic, and the final conversion rate — meaning those who placed an order directly through social links — was 209% higher than the average conversion rate in the B2B and education sectors.
Google search traffic to the order page also rose notably, proving that the targeted ads successfully refreshed awareness of the service and inspired the desired action.

Measurable Results Drive Smarter Decisions

Without analytics, these results would have been visible — but not quantifiable. Both website and Facebook analytics confirmed that the targeting reached exactly the right audience. The campaign also laid a foundation for future efforts by re-engaging users who didn’t place an order this time.
The logical next step is to target these users again — as well as lookalike audiences — depending on the product, goals, and campaign type. With data-driven insights, future decisions can be made confidently, ensuring that the most qualified customer groups are continuously filtered into the buying journey.

A marketing agency from Oulu that’s just right for you

Are you looking for ways to increase your SME’s visibility, attract new customers, or strengthen your employer brand? Várri is a digital marketing agency from Oulu that helps your business achieve these goals. We specialize in tailored marketing and communication solutions that make an impact and deliver measurable results.

We are not a traditional advertising agency. Our foundation is to act as a strategic partner who works closer to your organization than a distant, faceless agency.

We want to ensure that our clients never face a situation where they don’t know what their chosen partner is doing each month—or what they are being billed for.

We act as an extension of your sales and marketing team, so you don’t have to brief the same things over and over again. Regular monthly or weekly marketing meetings ensure that our work is always justified by data. We make sure your marketing supports your company’s growth and delivers results, allowing you to focus on leading and developing your business.