With a new marking scheme being introduced for GCSEs, Ofqual came to us to deliver a number of films to different audiences and of different lengths. The primary audience was of course Mums and Dads and their children. The aspirational creative was delivered with live action filming, motion capture and 3D animation.
We ended up delivering films for YouTube, Facebook, Instagram, Snapchat and LinkedIn along with other digital assets and blogs. With over 250,000 views in the first week, we must have done something right.
The final campaign had 2.2 million Instagram views - with x5 the amount of click-throughs compared to the DfE benchmark, 5.4million Facebook views with x13 click-throughs compared to DfE benchmark and 23.8 million total online impressions.