Immigrant Brand Trust Campaign

Conversion-focused messaging system for a high-anxiety service category.

  • Client

    IDP Education

  • Format

    Social Media RTB Video Series

  • Focus

    • Reassure test-takers at key friction points

    • Promote clarity, convenience, and confidence in IDP’s offerings

  • Goal

    Drive test sign-ups by reducing anxiety, emphasizing benefits like quick results, online test formats, and flexible scheduling.

  • Role

    • Wrote short-form scripts for multiple RTB assets

    • Simplified complex user hesitations into punchy, reassuring copy

    • Aligned tone with earlier brand campaign while shifting to performance goals

  • Result

    • Extended the “Canadian. Spoken here.” narrative into conversion content

    • Adopted across global markets as a modular content system

    • Helped IDP streamline messaging across high-intent digital touchpoints

“Multiple Slots”

  • Highlights scheduling flexibility as empowerment

  • Tackles uncertainty with clarity and calm

“Quick Results”

  • Reframes speed as peace of mind

  • Speaks to timeline-sensitive immigrant goals

“Online Test”

  • Removes friction around test center anxiety

  • Frames remote testing as a cultural norm

“One Skill Retake”

  • Normalizes retakes without shame

  • Turns a barrier into emotional safety net