Success Story
TOEFL® – Educational Testing Service (ETS)
Driving TOEFL® Test awareness: ETS India's Quora achievement
28.3MN+
content views
Quora Internal Data
2.5% growth in CTR
June 2023 to June 2024
Quora Internal Data
About TOEFL® – Educational Testing Service (ETS)
Educational Testing Service (ETS), established in 1947, stands as the world's largest private educational testing and assessment organization. With a focus on advancing educational opportunities, ETS India offers assessments like the TOEFL® and GRE® tests. These tests are designed to enhance the skills of future learners and professionals. Known for its rigorous research and commitment to quality, ETS leads in educational measurement, providing tools that prepare students and workers for global challenges.
Solutions
Industry
Location
Their Goal
Increasing TOEFL awareness worldwide
The TOEFL® test is essential for students aiming for university education and immigration opportunities. It serves as a crucial step in achieving academic dreams by securing admission to prestigious colleges. On Quora, ETS aimed to build awareness about the TOEFL test, emphasizing its global acceptance and relevance. By educating potential test-takers on the benefits and applications of the TOEFL, ETS sought to increase its reach and influence.
Quora Answers helped us interact with our audience and answer their queries in a meaningful way. Through our campaign, we achieved 29 million content views, which not only increased our visibility but also improved our sentiment analysis
Poornima Rai
Senior Marketing Director
ETS India
Their Solution
Strategic targeting for effective engagement
To effectively engage their audience, ETS focused on India, employing contextual and behavioral targeting strategies. They aimed to reach high-intent audiences interested in topics like Studying Abroad, TOEFL, and GRE. By utilizing a mix of Promoted Answers, Image, and Video ads, ETS spread awareness about the TOEFL test among individuals planning to study or work abroad. This strategic approach ensured that the right message reached the right audience at the right time.
Click on the image to enlarge
Their Creative
Crafting engaging and Informative content
ETS employed a creative mix of Image and Promoted Answers, complemented by video ads during seasonal Olympiads. They addressed specific questions about TOEFL acceptance in foreign universities and the Canada SDS program. To track bottom-funnel conversions, Image ads included a Quora-specific promo code. This innovative approach not only captured attention but also provided valuable information, helping potential test-takers make informed decisions.
Their Advice
Utilizing platform-specific strategies
ETS advises leveraging platform-specific tools and strategies to maximize engagement. By using promo codes for tracking and addressing audience-specific questions, organizations can effectively reach and interact with their target audiences. Tailoring content to meet the unique needs of each platform can significantly enhance the impact of marketing campaigns.
Their Results
Achieving significant growth and positive feedback
The paid campaigns executed by ETS resulted in over 28 million impressions and a 2.5% growth in click-through rates (CTR). With more than 28 million content views, ETS experienced a notable improvement in market sentiment, receiving overwhelmingly positive feedback. This success underscores the effectiveness of their strategic approach and creative execution.
The ability to directly address concerns and provide detailed responses has strengthened our relationship with potential test-takers and enhanced our brand reputation.
Poornima Rai
Senior Marketing Director
ETS India
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