Adda247 & CareerPower

Adda247 is one of India's largest EdTech platforms for government exam preparation — serving millions of aspirants across SSC, Railways, Banking, and UPSC verticals. CareerPower operates as its sister brand, focusing on high-intent test series and physical coaching support. Together, they run one of the highest-volume CRM and push notification operations in the Indian EdTech sector.

Shweta joined as a Marketing Copywriter in April 2022 — responsible for architecting the copy strategy for push notifications, WhatsApp campaigns, email sequences, and high-pressure sale campaigns. Every piece of copy was tracked inside MoEngage, with impressions, CTR, and revenue outcomes visible in real time. This was not creative writing — it was performance copywriting at scale, where every word either worked or didn't.

The scale was immense. We weren't just writing for one persona; we were writing for millions of aspirants from tier-2 and tier-3 cities, each with different motivations, local dialects, and levels of urgency. The mandate was to maintain brand consistency while delivering hyper-targeted triggers that pushed users from a notification to a checkout page within seconds.

Every campaign below was tracked and audited inside MoEngage. These are real performance metrics from real live sends. Note the direct correlation between conversational "Hinglish" hooks and higher engagement rates.

When Shweta joined, push notification CTR sat at 0.7% — a baseline typical of untested, generic copy that failed to differentiate itself from the clutter. Through systematic copy refinement, hook testing, and vertical-specific language, CTR improved to a consistent 3–5% range.

The peak achievement was the JAIIB Mahapack campaign which hit 7% CTR — representing a **900% improvement** from the baseline. This was achieved by moving away from "corporate" alerts to "conversational" triggers that felt like a message from a mentor rather than a broadcast from a brand.

Key Levers of Improvement:

• Psychological Framing: Using urgency and scarcity tailored specifically to exam notification cycles.
• Linguistic Empathy: Implementing Hinglish for Railways/SSC verticals to match the natural communication style of aspirants.
• Deep Personalisation: Using [First Name] and [Username] tokens in high-stakes hooks to create a one-to-one connection.
• Hook-to-Code Synergy: Integrating campaign-specific discount codes directly into the copy to track conversion separately from clicks.
• Value Reframing: Highlighting "Double Validity" as a primary hook, shifting the focus from price to long-term preparation security.

The Independence Day SSC vertical campaign delivered 2× revenue against target — making it one of the highest-performing single campaigns of the fiscal cycle. This success was not accidental; it was the result of a coordinated multi-channel copy blitz.

The strategy used patriotic urgency framing combined with an aggressive discount structure. We built a narrative around "Independence from Exam Fear," which resonated deeply with the target demographic. All copy — across push, WhatsApp, and email — was synchronised to hit during the critical 72-hour sale window, creating a "surround sound" effect that made conversion inevitable.

Over three years at Adda247, Shweta delivered a 900% improvement in push notification CTR, contributed to multiple record-breaking revenue campaigns, and built a robust copy infrastructure that continues to serve the brand. She developed the templates, tone guides, and A/B testing frameworks that transitioned the team from "guessing" to "knowing" what works.

The work at Adda247 established the performance copywriting foundation that underpins her entire career. It proved that in the world of high-volume digital marketing, copy is not just an aesthetic choice — it is the single most powerful lever for driving user action and business revenue at scale.