Pearson BTEC Brand
Challenge
BTEC is one of Pearson’s biggest products, it has high awareness but low understanding and is perceived by many in a negative manner. The student audience is is a difficult audience to communicate a “low interest” topic to..
Solution
We used a layered media approach touching all channels students use and tailoring the creative and format to deliver better understanding and authenticity. For engagement we used a quiz hook with a high frequency retargeting campaign – using the same ambassadors in the up front advertising.
Outcome
Double digit brand lift scores, almost 20k students taking their career quiz – leading to the highest uptake of BTEC courses ever seen.
