The Future of Work

Paragon Works Global Studios’ in-house team at global education provider Pearson was tasked with plotting a return to social media for the brand to support an increased focus on D2C markets.

The brief was to create a campaign that positioned Pearson as a leader within the ‘Future of Work’ conversation among Gen Z audiences navigating rapidly evolving career paths shaped by technological change and the rise of AI.

Importantly, the objective was not immediate sales but to raise awareness of Pearson as a lifelong learning partner, helping Gen Z address future skills gaps while laying the foundations for ongoing social media engagement. This four-week test-and-learn programme represented the first step in a longer-term ambition to become a best-in-class social brand and enter the FTSE 100's leading social performers.

Working as Pearson's in-house agency partner, the team developed the strategic platform, content architecture, creator approach and channel plans, while producing and optimising content in real time based on performance insights across platforms.

The activity performed strongly, generating 55m impressions, including 49m video views, while achieving the critical objective of establishing which narratives and formats work best for our audience. The campaign also provided a clear blueprint for future activity, identifying the channels, creators and content approaches most likely to drive long-term engagement.

Together with Pearson we have laid the infrastructure for a longer-term engagement strategy while reannouncing the brand as the credible lifelong learning partner for Gen Z.