Building excitement around education’s evolution
Process
Persona research
Competitor research
Messaging framework
Campaign ideation
Campaign planning
Creative production
Content production
Campaign optimisation
The Challenge
While demonstrably effective as a learning tool, the ClassVR headset system was viewed with suspicion by some educators.
They didn’t see the pedagogical value in ClassVR; they were wary of technology encroaching on traditional teaching methods; or they recoiled at the initial outlay costs.
All these potential objections needed to be addressed and overcome by our content campaign.
We needed to empathise with educators and show an understanding of both their day-to-day aims and challenges, alongside the wider institutional pressures they face.
The Response
The centrepiece of our campaign was an expansive and enlightening whitepaper. Built around exclusive interviews with education experts, it offered an unflinching snapshot of the emerging initiatives and technologies pushing education forwards.
Forthright and exhaustively researched, the whitepaper – ‘A Pivotal Decade: New Thinking and Technologies Reshaping Education’ – represented thought leadership in its most potent form.
Harnessing Midjourney, the creative team developed unique (and budget-friendly) campaign imagery to bring our ‘Take Them There’ concept to life. These designs earned a ‘Best Use of AI’ nomination at the 2024 B2B Marketing Awards.
