Client: Quizlet
Year: 2023
Social | Video | Advertising | Experiential | Influencer | TikTok
Quizlet wanted to increase awareness of their study app among university students in the UK. After the success of their Brainpower stunt in the US (part of our Back to School 2023 campaign we were asked to create a more homegrown UK version specifically for TikTok.
The resulting campaign includes 4 TikTok videos which will be launched on Quizlet’s TikTok, as well as an explainer video by Andrew Bond. Filmed on an iPhone in the university library, the goal was to create authentic TikTok videos that appeared to be ‘unproduced’.
Quizlet’s study app is well known in the US among school leavers, but they wanted to reinforce their messaging to university students, particularly in the UK.
A whispered quiz in a university library (shhhhhhhhh!), very quietly approaching students to ask them questions generated using Quizlet’s new AI tools: Magic Notes and Q-Chat. With funny quips and camera-friendly students, the format works well on TikTok, where interview based videos are hugely popular. The brand was interested in creating fun, engaging interview content for UK uni students.
We created a TikTok quiz called “Shush Money”. We recruited TikToker Andrew Bond (32.7K followers) and arranged for them to approach students in Reading University’s library, asking them questions about the course they were studying, generated using Quizlet’s AI features in real time. There was a cash prize for correct answers.
The interviews were edited down into a small campaign of three “Shush Money” episodes (each episode with a different student) plus cut downs of each video and an explainer video of Andrew breaking down Quizlet’s AI technology. The videos will be shared by both Quizlet and Andrew Bond.
