#GEDGradDay

GED Testing Service
challenge
Help GED graduates celebrate earning their high school equivalency while also encouraging the next generation of students to open the door to their futures.
solution
Conduct audience intelligence research to bring GED’s dispersed, online community of graduates together, developing a new, digital-first approach with new messaging, creative, and a compelling call to action.
result
Launched the #GEDGradDay campaign, which has become an annual virtual event that has reached over 4.2 million people and motivated more people to start their GED journey.

How do you encourage the next generation to open the door to their futures with the GED?

You make it relevant for today.

GED Testing Service, creator of the official GED high school equivalency program, knew that 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.

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.

Whereas the GED Testing Service once struggled to engage its dispersed graduate community, our 1st annual GED Grad Day was a success. The campaign had a reach of 1.3 million people, engagement of over 11,500, and 1,361 people used the hashtag #GEDGradDay to post about the value of their GED credential. In its second year, we saw even more significant growth in engagement. As a result, more individuals are being motivated to start their GED journey.

Testimonial

Our Trusted Partner

It was great to meet your social media team last night at ZooLights...It was fun to follow along on the Instagram stories your team was posting, and they really did experience it all. I hope they had a great time!
Kerry
Head of Corporate Partnerships, Friends of the National Zoo
Pepco has had a long-standing partnership with the Smithsonian National Zoo to power ZooLights. It draws in more than 250,000 visitors each year and last year was the first time that Pepco put the magic of ZooLights into a digital experience that was fun and engaging for all ages.
Cynthia McCabe
Portfolio Communications Director, Pepco Holdings

#GEDGradDay User Generated Content

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