TOEFL China 40th Anniversary Integrated Marketing

TOEFL is the first international standard language test introduced in mainland China. It has been 40 years since entering China and accompanying Chinese students. In the face of the complex environment created by the epidemic and the international situation, the brand hopes to rejuvenate the TOEFL in the turbulent years. The content indoctrination is ignored, the tense external environment and low-end competing products are emerging, and the brand is facing internal and external troubles.

Case details

Brand: ETS ChinaBrand owner: ETS ChinaMain agency: Blue Cursor Digital Marketing AgencyMain agency holding group: Blue Focus GroupMarket launch: Mainland ChinaIndustry: Education/AssessmentMedia Channels: Celebrity/Celebrity Spokesperson, Key Opinion Leader KOL, Website/Micro Website, H5, Online Display Advertising, Online Video Advertising, Video/Micro Movie, Live Broadcast, Social Media, User Native Content (UGC)Budget: 3-4 million

Case Summary

Since entering China in 1981, TOEFL has accompanied Chinese students for 40 years. On the occasion of the 40th anniversary, TOEFL hopes to convey the brand proposition of "holding up...

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