GED Testing Service, creator of the official GED high school equivalency program, knew it wanted to bring its dispersed, online community of graduates together. Social Driver, in partnership with the GED Testing Service, launched the #GEDGradDay campaign to empower GED graduates to celebrate the accomplishment of earning their high school equivalency while also encouraging the next generation of students to open the door to their futures with the GED.
We sought to promote a community that celebrates current graduates who earned their GEDs, while inspiring future generations to get theirs.
Our team implemented digital and social media strategies to engage underserved groups. Campaign tactics included encouraging graduates to post photos demonstrating the value of their GED credential; sharing original videos and images that promoted the day to the community; hosting a real-time Facebook Q&A session about the GED; and developing a partner toolkit with sample social media posts that partners could share.
Social Media Strategy
Audience Intelligence Research
Content Strategy & Production
Creative Direction & Production
Influencer & Partner Activation
Social Media/Community Management
Social Media/Digital Advertising
Beyond the social media strategy, we focused on an integrated media approach that included earned media from outlets such as HuffPost, which wrote an article about the new national celebration.
As part of this campaign, we collected pictures, videos, testimonials, and posts from real people whose lives had been changed by the GED. We then promoted these stories in branded videos and social media posts from official GED accounts.
Whereas the GED Testing Service once struggled to engage its dispersed graduate community, our inaugural GED Grad Day was a success and has become an annual virtual event.
In its second year, we saw significant growth in engagement. As a result, more individuals are being motivated to start their GED journey.