Digital SAT Prep Campaign

In spring 2024, the SAT exam transitioned from a traditional pencil-and-paper format to a fully digital, computer-based exam. Kaplan SAT Prep launched an ad campaign to provide information about the update, offer guidance, and meanwhile reinforce Kaplan's expertise and credibility. We developed assets to engage with two retail audiences: students and caregivers. Paid media ads feature conversational language, story-telling footage, and bright yellow line and "target" design motifs that convey a connection between students and Kaplan prep and work as a transition element in video ads.

Assets: Social Video Ads for Facebook and Instagram, Animated and Static Display Ads for Desktop and Mobile, Organic Social Post

Student Audience Social Video, Ad 1

Caregiver/Parent Audience Social Video, Ad 1

Two additional videos, one for Student audience and one for Parent audience. Note the yellow accent lines acting as a connecting element between frames and Kaplan's primary purple being the opening and closing color.

Single-frame animated Display Ads. The yellow accent color adds emphasis to key words in the headlines, and the bright blue callout acts as a callout for a significant brand messaging takeaway.