Snappet
Strategy content & campaigns
Building and creating full-funnel marketing
strategy for an EdTech SaaS platform
Snappet is an EdTech platform that supports primary school teachers with adaptive learning methods, real-time student insights and both digital and printed learning materials.
Over two school years, I led Snappet's marketing strategy, campaign execution and creative direction across the Netherlands and Belgium. Together with our Performance Marketer, I managed an annual media budget of €200,000, determining channel allocation across Meta, Google, YouTube, TikTok and LinkedIn.
From strategy to execution, I was responsible for building full-funnel campaigns, producing creative content, managing lifecycle marketing for 21,000+ teachers, and continuously optimizing performance through data, A/B testing and AI-driven workflows.
School Year 2024–2025
Conversion-first
The first year focused primarily on generating meetings with schools through performance marketing. Most campaign budget was invested in conversion campaigns promoting demos, market research, automatiseren and product trials.
Highlights:
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11.6M paid impressions in the Netherlands
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82K clicks
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8.2M impressions in Belgium
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Continuous A/B testing on messaging, creatives and landing pages
The biggest lesson was that schools have long decision-making processes. We realised that generating demand required stronger brand awareness before asking schools to convert.
School Year 2025–2026
From performance marketing to demand generation
Using the insights from year one, I redesigned the marketing strategy around Share of Voice, Brand Awareness and Demand Generation. Instead of asking schools to convert immediately, campaigns first introduced the Snappet story ("Why"), followed by product education ("What" & "How") before moving audiences towards conversion.
At the same time we expanded from a Meta-focused strategy into a true cross-channel approach including LinkedIn, Google Search, Youtube and Tiktok.
This resulted in approximately 16.5 million paid impressions across the Netherlands while significantly increasing brand visibility and creating a healthier full-funnel marketing strategy. Brand campaign reach grew from approximately 1.6M to 12.8M views compared to the previous year.
Influencer marketing & ambassador program
I developed Snappet's ambassador program while also managing influencer collaborations from sourcing through performance analysis.
This included finding creators, writing briefs, analysing performance and reusing successful content in paid campaigns.
Results
2024–2025
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2 influencer collaborations
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±90,000 combined TikTok & Instagram views
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Pilot year with a group of 15 engaged ambassadors
2025–2026
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2 influencer collaborations
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±95,000 combined views
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Best-performing collaboration: 26,700+ views
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Teacher workload campaign: 25,500+ views
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Market research campaign: 13,700+ Instagram views
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Growing enthusiastic group of 30+ ambassadors willing to promote our vision and share their experiences with colleagues in the field
Results
Across two school years, the marketing approach evolved from a predominantly conversion-led model into a more mature full-funnel strategy. The first year proved that Snappet could generate significant traffic and campaign volume, but also showed that direct conversion alone was not sufficient for a market with long decision cycles.
The second year used those learnings to build:
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a clearer brand narrative;
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a broader channel mix;
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a structured Why–What–How funnel;
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stronger creative testing;
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more consistent share of voice;
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a better connection between awareness and demand generation.
The most important improvement was not simply an increase in views. It was the development of a connected marketing system in which brand, performance, creative production, user communication and advocacy worked together.
This resulted in approximately 42% more reported campaign views in the Netherlands with around 19% less tracked media spend, while significantly increasing the proportion of activity dedicated to brand awareness and demand generation.
• 2 Annual marketing strategies developed
• €200K Annual campaign budget across the Netherlands and Belgium
• 21,000+ Teachers reached through lifecycle and user communication
• 16.5M Paid campaign views in the Netherlands during 2025–2026
• +42% Increase in reported Dutch campaign views year over year
• 8.3M Share-of-voice campaign views in Q2, against a target of 4 million
• 5 channels: Meta, LinkedIn, Google, YouTube and TikTok