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American English File social media for education


CLIENT: Oxford University Press

SECTOR: Education

SCOPE: Social Media Education

For this project, our brief was to develop some social media education animations that would help encourage American English File teachers to transition to the new third edition and inspire non-American English File teachers to find out more about the course.

American English File has a massive following and receives a lot of love from a loyal fan base of teachers. Both American English File and English File courses are used worldwide and together have helped more than 20 million students to get talking over 20 years.
American English teachers and other teachers who aren’t using the course needed to be inspired to find out more and make the connection between the course and how it gets students talking.

GWCM developed a series of short snappy 30-40 second animations for use on Facebook, Twitter, and Instagram. They showcased different topics and content that sparks conversations between the characters in the materials. The videos went down really well with the OUP audiences with 1k+ YouTube video views in less than 2 months and 1,947 Page Tiger views over the same period, 8% higher than any other brochure. Open rates for digital inspection packs were 59% over the same period. A further video was produced to continue the successful campaign by communicating the evidence OUP captured through an Impact Study demonstrating how Online Practice really does have a positive impact on students’ engagement.




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