TOEFL Facebook
Challenge: The TOEFL test had long been the leading English language assessment for students planning to study in English-speaking countries. However, a competing exam gained a sizable share of the market by reaching students where they lived and engaging them earlier in their study-abroad journey. TOEFL needed to reestablish itself as the one test that help students realize their dreams of study abroad.
Solution: Create an integrated campaign around the idea that TOEFL is the test that helps you go anywhere from here. program that helped students realize their dreams of studying abroad. The campaign included a comprehensive online hub that guided students through every stage of the study-abroad process, along with social media content that helped them practice their English, provided test-taking tips, answered common questions, and kept TOEFL top of mind throughout their journey. Student considered the TOEFL test as an important piece of their future aboard. This reinforced its role as the preferred English language assessment.
Role: Associate Creative Director, Copywriter
