Customer
TOEFL
Date
01/2024
We deliver
Marketing Digital
Performance
Promoting Global Proficiency with the TOEFL iBT
Challenge
How to achieve superior performance in digital campaigns for the TOEFL in Brazil?
ETS is the world's largest private educational testing organization and a leader in English proficiency certification with the TOEFL iBT, accepted at more than 12,500 institutions and 160 countries.Despite being a globally recognized exam, TOEFL campaigns in Brazil faced low results. Until September 2023, campaigns were managed by a global agency, with no local presence, which resulted in high CPA and little personalization in communication. ETS needed a strategy capable of adapting international branding to the specificities of the Brazilian market, but maintaining the global visual standard.
Solution
A personalized approach for the Brazilian public, with a strategy that combines precision and performance.
Look & Feel took on the challenge with detailed media planning, including analysis of audience profiles and the buying journey. With the growth process, we adjust channels, segmentation, and communication for greater engagement and conversion. Our strategy focused on adapting the discourse to local needs and optimizing distribution on specific platforms for the target audience, always respecting ETS's branding guidelines.
Result
Transforming the impact of TOEFL iBT in Brazil with exceptional results.
With the new strategy, ETS achieved a 64% reduction in CPA, demonstrating significant savings compared to previous costs. In the first three months, TOEFL iBT in Brazil achieved a 170% increase in gross revenue compared to the same period of the previous year, and the conversion rate rose to 48%, proving the success of personalization and local planning.
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