Tapping into TikTok

Historically, McGraw Hill has focused on targeting school system decision makers with its marketing efforts. However, as virtual learning during COVID-19 began to leave some students behind, they wanted to explore a direct-to-consumer strategy specifically around its adaptive learning programs: ALEKS, Rise, and Redbird. With this in mind, Geben researched, developed, and executed a TikTok influencer strategy to engage young, tech-savvy teacher influencers to promote these products to other teachers who may be looking for ways to help fill the learning gap.

Geben identified and secured 11 education influencers and worked with McGraw Hill to give them access to the adaptive learning programs. The influencers each created a video on TikTok explaining their teaching experience during COVID-19 and how McGraw Hill’s programs are impactful for teachers and students.

To further amplify the reach of these influencer videos and drive more traffic to the McGraw Hill product site, we created a series of TikTok ads using the influencer generated content.

The collaboration with TikTok influencers was incredibly successful. The influencer videos generated over 370k impressions and, combined with the TikTok ads, drove nearly 46k visits to the website. It’s safe to say McGraw Hill’s key messages reached the right audience.