A Campaign for Sophia: The Ultimate College Hack
The Brief
DBC was tasked to foster stronger connections with college students at partner institutions through an innovative and engaging campaign. Our objective was to create a unique experience tailored specifically to college students. Key elements of the campaign include:
A Tactile Feel: Incorporating a hands-on element to create a memorable experience.
Material Design Inspired: Utilizing a sleek and modern aesthetic for visual appeal.
Flexible Illustration: Adaptable illustrations to tell dynamic stories across different mediums.
Shorter Text Blocks: Delivering impactful messages concisely.
Multiple Content Approaches: Appealing to students through relatable stories, statistics, and thought-provoking questions.
"The Ultimate College Hack" aimed to captivate and engage students, establishing a strong connection with the transformative educational opportunities offered by Sophia Learning.
Client
Sophia Learning
Capabilities
Creative Ideation
Growth Marketing Campaign
Asset Creation at Scale
Data Automation
Out-of-Home Design
Motion Graphics
Email Design
Deliverables
Campaign Creative and Design
Creative Assets
Media Placement
Delivery System
The Challenge
Our challenge: reaching diverse campuses, tight timeline, and evolving educational advertising market while ensuring legal compliance.
Time constraints necessitated rapid execution as we aimed to engage students across various campuses. We faced the task of creating a comprehensive campaign spanning multiple media channels, including DOOH, programmatic advertising, print, and billboards. Simultaneously, we had to navigate the evolving educational advertising market amidst tightening regulations.
To meet these challenges, we established a collaborative approach, involving legal experts, proactive communication with campuses, and efficient project management. Our goal was to deliver a compliant campaign that resonated with students and elevated awareness of Sophia Learning.
Through meticulous planning and adaptability, we successfully overcame the tight timeline, diverse media landscape, and legal compliance requirements, laying the foundation for a transformative college experience.
The Keys To Victory
Understanding Gen-Z: Crafted campaigns that resonate with Gen-Z, tapping into their values, aspirations, and digital fluency.
Targeting College Students: Effectively reached and engaged college students through tailored messaging and platforms they frequent.
Cost-saving Communication: Clearly communicated the value of saving on general education courses by bundling them with materials at a low monthly price.
Establishing Sophia as the Solution: Positioned Sophia as the ultimate college hack, emphasizing its ability to provide quality education and cost savings.
Persuasive Messaging: Utilized persistent messaging, such as "Start learning while you save with Sophia," to convey the urgency and benefits of getting started with Sophia's educational offerings.
The Metrics
Rate
CTR
Impressions
