Tomorrow, Powered by Remake Learning
Nearly 4K clicks to the campaign website
Instagram engagement rate 2X higher than industry average
Influencers published 3X more content than guaranteed in the scope
Challenge: Tomorrow, powered by Remake Learning, explores what we can do today to make tomorrow a more promising place for all learners. Remake Learning tapped The Motherhood to create and execute an influencer-centered campaign to amplify the campaign message to a broader audience and to drive traffic to its website.
Solution: We identified a team of 24 influencers who were advocates for learning, ensuring representation of Black influencers, influencers of color, and those in the LGBTQIA+ community. The Motherhood not only secured a team of parenting and education influencers, but also new audiences including women in tech, students (both undergrad and university-level) and a younger generation of Pittsburghers.
The Motherhood developed a rollout plan and comprehensive toolkit to guide the influencers in sharing weekly articles, podcasts and infographics to talk about the campaign, as well as their own personal stories of what learning meant to them.
We also executed a paid social campaign that boosted influencer-created content to a hyper-local, highly-targeted audience on Instagram and Facebook, directing them to the Tomorrow campaign website. The campaigns targeted educators, parents of school-age kids, interests in education, innovation, virtual learning, personalized learning and more.
Results: The team of 24 influencers developed 110 pieces of unique content generating 3,440 link clicks, 4.2 million total campaign impressions and consistently above-average engagement rates. The Instagram engagement rate was two times higher than industry average and the Facebook engagement rate was 14 times higher than industry average.
During the course of the campaign, #RemakeTomorrow was used more than 650 times, accounting for nearly 6 million potential impressions, with 98.5% of the mentions having positive sentiment.
The comments were very positive and a lot of new people were introduced to the campaign. Some of these included:
- “👏👏 100% agree things will be permanently changed and we all need to adapt to the changes. Especially the education system.”
- “I love @remakelearning, they helped AI so much!”
- “As a POC in tech turned recruiter and educator, I’m constantly asking myself this question. I’m taking the time to put together in depth resources in details about how I’ve navigated this space, the tools I use and newsletters that have helped me succeed. I think reminding people that after Bootcamp you’ll be constantly learning is important and showing people how to best vet free and paid resources is also important. Making myself accessible to students to share my real world current work experience and how they can use my intel to help themselves thrive and get jobs is also another thing I’m passionate about. Open to learning and will keep an eye out in the comments on how I can be more effective. 🙌🙌🙌”
This campaign won a Renaissance Award from the Public Relations Society of America. This campaign, along with another submission from The Motherhood, swept the influencer marketing category.