What if we A/B tested full concepts instead of single ads?
When teachers and admins take a break from the thankless day-to-day, when they sit down to gasp for air, when they disassociate as a treat — what could possibly stop their scroll?
“A” Test: emotional
Problem
Standardization forces schools to teach to the test, not to the student.
Insight
The standard is the setback.
Advantage
Individualized programs meeting kids where they are, putting ’em in control of their path.
Campaign “A”
Dream Job Pre-requisites
No matter how fantastical a kid’s dreams are, reading is required.
“B” Test: academic
Problem
Other companies in the edu space claim to have evidence of success.
Insight
Proof is hard to prove.
Advantage
Lexia uses scientific evidence of peer reviews and third parties to find what works.
Campaign “B”
Put it to the test.
Lexia stands up to the most rigorous of testing.
If “Dream Jobs Pre-reqs” wins in digital, extend into other channels:
+ Video series. Ask kids what they would be if they could be anything
+ Owned content. Paper doll printouts of fantastical jobs posted
+ PR. Local mascots visit schools for Career Day to talk about why they need literacy
If “Put it to the Test” wins in digital, extend into other channels:
+ Video. Sponsor egg drops and rubber-banding watermelons,
+ Influencer: Hiring edu influencers to participate in egg drops
+ Trade shows. Challenge people to break a carbon Lexia piñata
The idea here is to start small to sell in something bigger.
So, which one won? Let me know when you’re ready for that conversation and I’ll fill you in.
Agency Team: Lauren Knudson, Caitlin Gates, Stacey, Burke, Christian Johnston, Wade Callow, Kelsey Ray