The Campaign

Creative Idea - Campaign Video: We selected the pivotal moment of the student's airport departure, saying goodbye to their parents, to interview parents and their children about their future life abroad. We recorded their actual responses and showed them to each other, allowing both parties to see the true thoughts and feelings of each other. The indirect communication created a direct emotional interaction. Creative Idea - Official WeChat H5 Interaction Page This H5 interactive game is an English quiz game designed to help students who are studying English or preparing for the TOEFL® Test.

Creative Execution

We interview several groups of real test takers and their parents with the same questions on studying and living abroad. And recorded their raw feelings in the departing moment at the airport. We then showed the interview videos to each other (parents and children), so that they understand the real feelings of each other and parents witness the capability gained of their children through the TOEFL®Test preparation. This video was aired on 4/20 in both domestic (Youku, Tencent Video, etc) and international platform (Facebook, Youtube). And we wrote a series of test takers story to spread on the TOEFL official social medias on May which triggered hot discussion among test takers and parents. Within one month after launching this campaign, the video has struck a chord among the target students and their parents across the globe.

Total Exposure of the Campaign: 503.29 Million Total Playback of the Video: 25.19 Million Discussion Amount in Social Media: 14.00 Million Interaction: 2.8 Million Data Source: Google Analytic

This marketing campaign aims to enhance brand awareness and reputation for the TOEFL® Test, and therefore it should have a certain volume, high enough to be widely spread. Due to budget constraints and niche market characteristics in the target group (only less than 5% Chinese students study abroad), this campaign has to be accurate and efficient. Therefore, marketing strategies taken in this campaign include using creative content to attract the target group and spread spontaneously by utilizing social media (Microblog, WeChat, Douban, Zhihu, etc.) as the main communicative platforms, combining with retargeting and other precise media delivery.