King’s InterHigh International Baccalaureate
To raise awareness of, and drive sign ups to, the International Baccalaureate being available to study completely online through King’s InterHigh, we launched a two-pronged campaign focusing on audio and influencer.
The audio campaign ran from May to early June, targeting students across Spotify and DAX while they were studying, revising, and considering the next stage of their education. A second burst of the campaign launched in August around results day. This multi-market approach spanned the UK, France, Spain, and MENA, achieving extremely high ad completion rates on Spotify, with the lowest being a remarkable 92.21%.
The details
From June to August, we collaborated with five TikTok creators popular among the #StudyTok community, ensuring alignment with the client’s values of respect, collaboration, and success. These creators created an initial video raising awareness about the IB being available entirely online, whilst also offering an insight into what it entails. Once this video had been live for two weeks, the creators chose three questions within the comments to answer as further videos, utilising TikTok’s “reply to comment” feature. The final video served as a reminder to sign up before the deadline, helping us achieve our KPI for sign-ups. All videos were organised into playlists for the campaign duration to facilitate an easy user journey.
Our success in this campaign strengthened our client relationship, leading to the continuation of the campaign with different creators in 2024. Additionally, we are now developing strategies and producing assets for their paid media, as well as running an influencer campaign in the APAC region.
