99math: Back to School marketing success story
As Head of Marketing, Saniya Vardak owned paid marketing and influencer marketing for 99math's 2026 Back to School campaign, spanning Meta prospecting, activation retargeting, teacher creators, organic social, UGC and lifecycle email.
Reported results
Saniya self-reports 100K teachers reactivated during the campaign. This is separate from the September 28 paid-retargeting snapshot and is not attributed exclusively to paid ads or UGC.
The September 28, 2026 weekly report records 224,336 Instagram views from 77,009 viewers, with 96.3% of views from non-followers and 94% from Reels. Views increased 46.7% versus the previous report snapshot. These are account insights, not an organic-only breakdown. The first 50 US teacher ambassadors were mobilized. Saniya reports 35% Instagram follower growth.
Saniya built the Back to School influencer and UGC program, using teacher and influencer videos across organic social and Meta acquisition tests with broad and 1% and 3% lookalike audiences. Campaign results are not attributable exclusively to creator content; incomplete channel attribution prevents claims of company-wide growth caused by the program.
16 creator videos were live in August and 10 more in September. Saniya self-reports a 35% increase in paid teacher signups; this percentage is not calculated from the weekly report. The paid prospecting report recorded EUR 3.87 per signup. Separately, activation retargeting recorded 3,720 teachers playing a game at EUR 0.60 per activation. These results are not attributable exclusively to UGC.
Selected teacher campaign videos
A teacher-led introduction to trying 99math and a classroom fact-fluency clip illustrate the campaign's practical classroom content. No per-video performance counts are claimed.
Watch the teacher introduction Watch the classroom clip