Pearson PTE - A Campaign for Global Ambitions

​A2Z Media orchestrated an extensive lead generation campaign for Pearson's PTE Academic, focusing on potential students and professionals across Egypt, Turkey, UAE, and Saudi Arabia. From August to November 2022, the campaign leveraged multiple social media and digital channels to highlight PTE as a fast, fair, and convenient English test, ideal for those looking to study abroad or migrate. The campaign combined compelling visuals and targeted messaging in Arabic to resonate with individuals interested in English language education and international opportunities.​

Challenge

Client challenge:

• Target Audience Reach: Connecting with a broad demographic in diverse regions with varying cultural contexts.
• Lead Quality: Generating high-quality leads interested in international study and migration.
• Brand Perception: Ensuring Pearson PTE is perceived as a trustworthy and accurate English assessment tool.​

Agency challenge:​

• Multi-Channel Coordination: Managing a cohesive campaign across various platforms including Instagram, Facebook, Snapchat, Google, YouTube, and LinkedIn.
• Language and Content Localization: Tailoring content to the Arabic-speaking market with culturally relevant and engaging materials.
• Performance Tracking: Monitoring campaign metrics closely to optimize for lead generation and conversion rates.

Solution

• Strategic Ad Placement: Utilizing social media and digital advertising to reach the targeted age group and interests, optimizing each channel for maximum engagement.
• Creative Localization: Crafting messages and visuals that appeal to Arabic-speaking audiences, emphasizing the benefits of PTE for international ambitions.
• Analytics-Driven Optimization: Leveraging real-time data to refine the campaign, focusing on the channels and messages that delivered the best results.

Impact

• Garnered 19,000,000+ impressions, indicating a high level of brand exposure across the chosen markets.
• Generated 240,000+ clicks, reflecting effective audience engagement with the campaign.
• Achieved 31,000+ leads, showcasing the campaign's strength in converting interest into tangible prospects.
• Attained a click-through rate (CTR) of 1.26%, demonstrating the campaign's ability to capture attention.
• Recorded a conversion rate of 13.04%, illustrating a strong alignment between the campaign's messaging and the audience's intentions.

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https://services.a2z.media/request-a-proposal

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