NEW YORK: Quizlet, a maker of web and mobile study tools, has brought on Diffusion as its PR AOR.
The firm is providing Quizlet with traditional PR services, focused on elevating the Quizlet brand. Diffusion’s campaign will promote the company’s vision with the media and users, focusing on Quizlet’s investment in new technologies, rollout of new offerings, and growth.
Laura Oppenheimer, director of marketing at Quizlet, said the company handled PR in-house prior to engaging Diffusion.
"The timing is right. A lot of our internal investments are producing new products that have come to light this year, and we wanted a trusted third-party partner to help tell our story," she said.
Diffusion’s campaign will position Quizlet’s activities and games as the "most effective and efficient way to practice and master any topic," while emphasizing its innovation in the consumer technology space.
Since work on the account began in July, ahead of the 2017 back-to-school season, Diffusion has helped Quizlet to launch products such as Diagrams, which allows users to learn with images.
"In the past, [Quizlet has] done really good PR at the product level and they have been good at getting in front of their target audiences, but they haven’t done a lot of corporate PR and overall brand awareness," said Kate Ryan, U.S. MD at Diffusion. "I was always really surprised about how everyone in the teaching community knows about Quizlet, but the tech community and mainstream awareness is quite low."
Twenty-three million students and teachers use the brand’s products.
There was no incumbent on the account, and Ryan said Quizlet brought on a PR AOR because "they are driven on the next phase of the company."
"Last May, Quizlet hired a new CEO: Matt Glotzbach, former VP of product management at YouTube," said Ryan. "Quizlet is getting ready to become a much bigger deal. [The agency hire] is all about the evolution of the company."
A team of five Diffusion staffers is handling the account. Budget information was not disclosed.
Oppenheimer said that Quizlet wants to make a "big communications splash" with new technologies this year and next year.
"Our online learning platform is used by more than 25 million students and teachers around the globe, and we’re relying on Diffusion as a partner to communicate how we’re constantly innovating not just to our current users, but to others who may be looking to master a new topic or subject," she said. "The goal is to get them to come to see Quizlet as a global learning platform, showing how far we’ve evolved from being a simple a flashcard company. We also want to convey our unique direct-to-consumer monetization model, which is different than many other players on the market."
This story was updated on October 19 to correct the bracketing in Ryan's quote.