Understanding the Core Insight
Researched and identified that validation plays a central role in people's lives, making it the key emotional anchor for the entire campaign strategy.
Following the success of the 2021 IELTS video series, British Council Bangladesh faced the challenge of developing a new and equally compelling campaign without repeating the same creative approach.
The new campaign needed to move beyond general service promotion and specifically highlight how IELTS had made a tangible difference in the lives of actual test-takers over the years.
With audiences already exposed to previous British Council campaigns, the challenge was to present familiar subject matter — IELTS — in a fresh and emotionally resonant way that would recapture attention.
British Council needed a campaign that was not only creatively distinctive but also strategically aligned with its broader goal of informing audiences about its services and products in a meaningful way.
Researched and identified that validation plays a central role in people's lives, making it the key emotional anchor for the entire campaign strategy.
Planned to invite real IELTS test-takers who could authentically speak to their experiences, ensuring the campaign felt credible and genuinely people-driven.
Decided to pair the guests with a well-known public figure to add structure, warmth, and familiarity to the conversations, making them more engaging for the audience.
Planned to break the campaign into multiple episodes so that information could be delivered in digestible, focused segments rather than a single overwhelming piece.
Strategized a multi-platform distribution approach, including YouTube, Facebook, and short-form reels, to ensure the campaign reached and resonated with the widest possible audience.
Invited 6 real IELTS test-takers from British Council to share their journeys, and paired them with Parisa Shakur — a well-known public speaker — as the host to bring energy, credibility, and conversational depth to each episode.
Divided the campaign into 6 one-on-one episodes, each with carefully drafted questions and pointers to guide guests, while keeping the tone lively, informative, and easy to follow.
Published the series across British Council Bangladesh's YouTube and Facebook channels, ensuring broad visibility among their existing audience base while also attracting new viewers.
Developed teaser videos to build anticipation before each episode, and created reel adaptations of the content to actively promote the series to Facebook audiences throughout the campaign period.
Views on YouTube
Views on Facebook
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