Take Charge
WHAT to change
We're the tangible solution to parental frustrations, transcending politics, offering safety, well-being, personalized instruction, and unmatched flexibility. Empowering students and families beyond brick-and-mortar limits, we provide peace of mind amid chaos. This campaign underscores Stride K12's role in giving families control over education.
Our focus is laser-sharp on the family experience, leveraging data and insights for continuous improvement. Evolving from traditional methods, we're now driven by comprehensive testing and optimization, utilizing tools like user testing and in-market A/B testing to craft an education experience that resonates.
CAMPAIGN THEME
Change.
It’s not just a state of being,
a part of life as we know it –
it’s a call to action.
In a world out of control, take control back. Disrupt the system. Learn on your terms.
The world is uncertain.
We are not.
Another way in which we’re getting smarter in our ways of working is keeping the concept of the “control” or what we call the “champion” in mind. We always a/b test our creative, and the winners are known as the champions.
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Paid Social: The top performing ad within this campaign is the top performing ad across all, delivering 6,352 leads and maintaining a $297 CPL, $647 CPAS, and $532 CPAC.​
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Organic Social: Take Charge ad in organic is one of the top 3 messages running, with 37k reach, 3% engagement rate, and 1.2k link clicks (compared to Day in the Life with 34k, 3.5% ER, and 1.5k clicks respectively).
Take Charge 2.0
With a dynamic, flexible identity, we capture raw moments based on platform, holding a mirror to our audience and their real lives.
To humanize our families, we must humanize the brand. We are the humans beyond the screen.
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For one reason or another, something brought our students to K12. We are not a default option, but rather an active choice, a decision made for the family’s best interest and well-being.
Their reasons for this choice are rich and varied, some wildly disparate but with the same goal.
