The University of Cambridge owns the International English Language Teaching System and manages the exams Globally through Cambridge One (course management) and Cambridge University Press (teaching guides and study materials). The IELTS test is used by many countries and organisations to gauge an individuals English language competence and then award university places, jobs and citizenship.
Breathe’s brief was to create a brand for the global on-line community of people taking the IELTS test, design and build a web portal and then manage the global campaign to drive traffic, community sign-ups and sales of products such as study guides and course materials.
Starting with a totally blank canvas in mid 2019, Breathe created the brand We Love IELTS which included the development of the logo and all supporting communication materials and the corporate identity guidelines.
Breathe also developed the web portal – www.weloveielts.com – which launched in early 2020. The portal is a “content rich” web site aimed at a wide range of potential users who are following the IELTS English language learning programme. Breathe created all the content requirements including copy, design/graphic assets, video/photographic content, animation and other items such as podcasts. The portal also included a “resource recommender” tool – https://weloveielts.cambridge.org/resourcefinder – which directs users to the best materials to support their IELTS journey.
Post go-live, Breathe planned and managed the Global launch campaign for the on-line community and web portal – www.weloveielts.com – this campaign ran on Google channels including YouTube, and Facebook channels including Instagram. Breathe created all the campaign assets including HTML5 display banners, AdWords copy, Facebook ads and stories, YouTube Videos, etc. Ads ran in 18 key countries, including India, Nigeria, Brazil, Vietnam, Columbia and Mexico. The campaign was micro-managed daily by Breathe ensuring that spend was optimised and if required new communication materials were developed in response to findings from analytics tools.
Breathe’s KPI’s were traffic and sign ups to the web-portal. In the first 3 months over 1M users visited the site with a healthy dwell time and high levels of engagement. The Facebook page achieved close to 300,000 followers in the first three months post launch. Breathe are now moving to phase two of the IELTS project by adding eCommerce to the portal.