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. They would help encourage American English File teachers to transition to the new third edition. They also aim to 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. Together, they 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 inspiration to learn more. They also needed to see how the course helps students get 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. They got 1k+ YouTube views in less than 2 months. Page Tiger views reached 1,947 in the same period. This was 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. It communicated evidence OUP captured through an Impact Study. The study demonstrating how Online Practice has a positive impact on students’ engagement.