Campaign Background
The number of Taiwanese who went abroad to study rose every year from 2015 to 2019, with the United States, Australia, Japan, the United Kingdom and Canada the most common destinations, according to Ministry of Education statistics. The vast majority of those destinations are English-speaking countries, and English proficiency certification is one of the keys when applying to schools in those areas.
Many students, however, have long had questions about the testing process, such as “What should I take: TOEFL or IELTS?” “Should I take TOEFL if I’m going to the U.S. and IELTS if I’m going to the U.K.?” and “Which is easier, TOEFL or IELTS?”
Designed from the consumer’s perspective, this promotional campaign used different communication media to help students interested in taking an English proficiency test understand the unique strengths and benefits of the IELTS program. It also provided test-preparation resources from the British Council.
Campaign Highlights
‘10-Day English Word Challenge’ Facebook Chatbot Activity
The first message on the activity was posted on Facebook on Aug. 24, 2020.
Those who left the comment “1 Day, 1 Word” at the bottom of the post were eligible to receive the Day 1 word in a fan group private message. A new word and practice question were provided every day, and participants were encouraged to share the words with their friends and get them involved. Those who completed the exercises over the first five days and over the full 10 days could take part in exclusive British Council lucky draws.
The second Facebook activity post was posted on Oct. 12, 2020
Used activity data to identify which practice question was answered incorrectly the most, then created a post around the question, drawing people in to take the challenge a second time
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‘IELTS Opens the World’s Doors to You’ Campaign Site
Answered students’ questions, such as “Why IELTS?” and “Why British Council?” and then provided test information.
“IELTS vs. TOEFL Test Comparison, Sharing IELTS Test Preparation Resources” KOL YouTube Video
Had a specialized English teacher who uses TOEFL among her main teaching material take the IELTS test without any preparation to draw the interest of the target audience. After taking the test, she talked about IELTS’ emphasis on using English in daily life, offered tips about certification for top American schools, and introduced test preparation resources provided by the British Council.
