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.