The objective was to increase awareness of Cambridge English’s language certificates. One product with three different use cases – three different target audiences.

With successfully obtained Cambridge English’s language certificate…

you are exempted from the English final exam,
if you are
finishing high school.

you get bonus points added to your application,
if you are
a university applicant.

it is a nice way to enhance your CV,
if you are
a university graduate.

Despite Cambridge University Press & Assessment never being on TikTok before (in Central-East Europe), we knew this was the right channel to reach our desired audience in students of 15-17 years old.

That’s how it came to be that Grizzlink launched Cambridge English’s first TikTok campaign in Central and Eastern Europe.

Having such different use cases required three different messages under the same creative concept.

Despite Cambridge University Press & Assessment never being on TikTok before (in Central-East Europe), we knew this was the right channel to reach our desired audience in students of 15-17 years old.

That’s how it came to be that Grizzlink launched Cambridge English’s first TikTok campaign in Central and Eastern Europe.

Having such different use cases required three different messages under the same creative concept.

The decision to go on TikTok heavily influenced the creative process. We didn’t want to create another ad that would be swiped up the second a viewer finds out it’s an ad.


We wanted to offer exactly what people on TikTok are looking for.

Entertainment.

The decision to go on TikTok heavily influenced the creative process. We didn’t want to create another ad that would be swiped up the second a viewer finds out it’s an ad.


We wanted to offer exactly what people on TikTok are looking for.

Entertainment.

At the same time, we sure as hell wanted to avoid getting trapped in silly TikTok trends which mostly end up being lame and awkward when used by… brands.


Inspired by the likes (both literally and figuratively) of Adrian Bliss or Andrew Rousso we decided to go with a low-budget and (pretendedly) low-effort sketch.

See for yourself.

As you can see, to fulfill our vision we needed to go a bit rogue. Admittedly, maybe a little bit off-brand.


But to relate to the target audience on TikTok you need to spice your 100-year old brand up a little bit.

As you can see, to fulfill our vision we needed to go a bit rogue. Admittedly, maybe a little bit off-brand.


But to relate to the target audience on TikTok you need to spice your 100-year old brand up a little bit.

7,000

website traffic

The digital part of the campaign brought over 7,000 users to the website.

~ 500,000

cummulative reach

The campaign reached cumulatively up to ~ 500,000 users. It also caused a dramatic increase of organic search traffic on the terms Cambridge Exams and others such as cambridge, cambridge certificate, cae certificate and others.

23,000

likes

The campaign also generated a lot of positive engagement in terms of likes (over 23 000), comments (over 120) and shares (over 100).


The results are very well above benchmarks especially in user behaviour, with users showing a willingness to leave platforms/apps to get additional information on the website.

TikTok

high-performing ads

On top of that, two out of three also came at the top of the ranking in TikTok’s high-performing auction ads in the Education category.