Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
Having a high school degree raises income by 30%. Latinos are closing the education gap but still lag behind other groups in high school graduation. We needed to inspire Latino adults without a diploma to get their high school education. Our research showed that "you have the power to make a difference and a change for yourself & your family" was motivating. Our bilingual campaign drove 12% higher Search conversions to FinishYourDiploma.org than similar campaigns.
Consumer insight
You have the power to make...