In the past, the TOEFL® test has celebrated English Language Day with simple social posts. This year, we aimed to claim the entire month by launching a perennial campaign that celebrates English language learning and the journey of our test takers. We engaged our social media community by inviting them to vote on words in various categories, culminating in the announcement of the TOEFL Word of the Year on English Language Day.

We created awareness and excitement for the campaign with nominee announcement posts on Instagram, Facebook and LinkedIn. Our followers were asked to share their vote in the comments and also vote on a custom landing page that updated each week with subcategory winners and a real-time Word of the Year leaderboard. The landing page also served as a learning opportunity, letting visitors interact with the nominees to learn their definition, part of speech and synonyms.