The Web Marketing Association is proud to present this 2017 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
MRM//MCCANN & ETS TOEFL TEAM
#TOEFLGO CAMPAIGN
Best Education Social Media Campaign
For international students, a degree from an English-speaking university can change the trajectory of their lives. The incentive to alter their life situation by studying abroad is tremendous, and the numbers prove it—approximately 700,000 students from China and 360,000 students from India studied abroad last year.
International students must take an English-language proficiency test as part of the admissions process to study at an academic institution abroad. The big question then becomes which test do they choose? We created #TOEFLGO to help persuade them.
Our main competitor has been growing rapidly and gaining market share, particularly in the U.S., which has historically been TOEFL® turf. This campaign was a way to more effectively engage with our audience with social being the perfect platform to share our message.
Our objective for the #TOEFLGO campaign was to create a memorable and authentic connection with our social fans by speaking to them in their own voice and supporting them through all phases of their journey—from deciding to study abroad to registering to taking the test.
Creatively our idea was this: Every study abroad journey starts with a dream. #TOEFLGO motivated our audience to fulfill their dreams, serving as an anthem and tagline for the campaign and generating enthusiasm among our target audience across our social platforms.
The impact of #TOEFLGO was worthy of its global nature: The overall engagement score was 15 times higher than our primary competitor and we continue to dominate share of voice.
Contributors:
| Creative Director: | Matt Livingstone |
| Senior Art Director: | Eddy Wang |
| Director of Social Media : | Randi Rosenfeld |
| Associate Director of Social Media: | Ashley Summerer |
| SVP, Group Account Director: | Nicole Moore |
| Management Supervisor: | Anna Yurcheshen |
| Executive Director, Brand Marketing: | Pam Treves |
| Senior Director, Brand Marketing: | Jobert Abueva |
| Strategic Brand Manager: | Michael Knab |
| Marketing Manager: | Heather Siessel |
MRM//MCCANN
Location: United States