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Introducing Reimagined Learning to Gen Z & 25M+ Views on TikTok

Issue

Need to extend the "This Is You Learning" campaign across social media to authentically connect with Gen Z college students while introducing Pearson's newest product eTextbook offering

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Insight

Gen Z champions the many aspects of their unique personalities, similarly, the college experience is unique to each student, yet many treat college as a linear experience

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We want to reach Gen Z college students where they already are and highlight the unique learning tools available to Pearson+ users

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Idea

Show audience that Pearson+ knows that each learner is unique and lead social campaigns with authenticity and genuine connection with @CollegeCribs and @AreYouKiddingTV

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Engage Gen Z on their preferred platforms, including TikTok, YouTube, and Instagram, with ads that seamlessly integrating with influencers' content

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Results

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