IELTS – Social Media Strategy & Content

The Background

The universal choice for English language proficiency tests, the International English Language Testing System (IELTS) is chosen by more than 3 million people each year to follow their dreams for study, work or migration. With a dedicated team that ensures that participants are speaking with real people, not just computers, IELTS has an emphasis on human connection that sets it apart from competitors. This approach allows them to flourish, as they experience continued growth and expansions.

The Project

With fierce competition making it difficult to stand out within digital environments, IELTS needed to be present where their audiences were. SGY was engaged to plan and execute a digital strategy that complimented the overall user journey, whilst ultimately increasing test bookings and downloads of support practice materials. A key to this approach was to leverage data to deliver personalised messages at scale to customers across channels to increase relevance and intent.

The Results

SGY has worked to develop a highly integrated digital strategy involving website optimisation, paid search, display, social and video to identify and convert people in market for an english language test in Australia. Our work has contributed to a 34% increase in conversion rate, a 28% decrease in cost per acquisition, as well as a 44% increase in video view rates and a 78% increase in site traffic from social.