Pearson: Taking the stress out of English proficiency tests in India

The Pearson Test of English devised a multi-platform campaign to boost brand awareness and drive preference among language learners in India.

Campaign details

Brand: Pearson Brand owner: Pearson Entrant company: PearsonIdea creation: MFuse London Market: India Sector: Educational, universities Media channels: Search marketing, Word of mouth, Influencers, KOLs, Social mediaBudget: Up to 500k

Executive summary

Aspiring migrants looking to settle outside of India default to taking IELTS as their language proficiency test because they aren’t aware of a better alternative such as PTE. To maximize effectiveness, it was decided to focus on states with the highest number of migration - Punjab & Haryana.


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