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American English File animated promo videos for use on social media


CLIENT: Oxford University Press

SECTOR: Education

SCOPE: Marketing Videos for Education

Oxford University Press approached GWCM a specialist education marketing agency, due to our vast education sector marketing experience. Our brief was to 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 helps young adults and adults learning English as a foreign or second language. It 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.

Marketing to educators can be a challenge, and social media marketing for educational institutions is a great way to engage the audience. 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.

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