Pearson VUE came to Stoke for help in creating a campaign to promote the soft launch of the Agile Hybrid Project Pro™ (AHPP), a new micro-credential program from the Project Management Institute (PMI). The core marketing messaging — slated to be rolled out by PMI that year — needed to be deeply differentiated so that it could stand out in the marketplace and among existing PMI offerings.
We dove into the challenge with an eye on achieving Pearson’s key goals:
The Stoke team started by brainstorming headlines. Ultimately, two stood out, capturing the excitement and unique value proposition of AHPP:
Powered by these concepts, Stoke delivered a series of dynamic social ads spanning Instagram, Facebook, and Reddit, plus Google retargeting ads. We also produced a series of LinkedIn Sponsored Posts to engage high-level decision-makers.