Case Study

Discovery Education

A worldwide edtech leader expands its social reach through influencer marketing

Goals

Almost overnight, schools and districts nationwide shifted to remote learning due to the COVID-19 pandemic, increasing concerns about students’ mental health and well-being. Social-emotional learning (SEL) resources and additional supportive content from education companies such as Discovery Education became essential. 

Discovery Education partnered with CB&A to collaborate with education influencers on earned and paid media opportunities, increasing awareness around Discovery Education’s SEL resources and attracting leads for new business. Through blog posts, stories and posts on multiple social media platforms, influencers invited K–12 educators to download Discovery Education’s SEL resources and additional content to help support their classroom lessons.

B2E Content Marketing
Public Relations
Education Marketing Strategy

Strategy

  • Reviewed owned content assets from Discovery Education
  • Selected influencers specializing in SEL-focused curated content
  • Leveraged influencer network to promote SEL resources and content
  • Provided guidance and messaging to promote Discovery Education’s SEL resources and content
  • Worked directly with education influencers to schedule and share resources

Results

CB&A leveraged its education influencer network across multiple social media platforms including TikTok, Instagram, Twitter and Facebook to promote and share important SEL resources from Discovery Education. CB&A partnered with several high-profile education influencers—such as The Responsive Counselor and Lindsay Fleming—reaching more than 20,000 pre-K–12 educators.

1,478

total engagements from social media posts and stories

17,235

accounts reached on TikTok

“CB&A expanded our presence on social media while bringing important awareness to our SEL resources and additional supportive content at a crucial time in education,” said Grace. “From leveraging their network of trusted influencers to providing strategic direction on earned and paid media opportunities, CB&A has been a tremendous partner for Discovery Education to ensure our message is reaching the right audience.”

Grace Maliska, Senior Global Communications Manager