Abeka
Situation
Bringing the mainstream home.
One of the leading players in the K-12 education space, Abeka, asked the Lewis team to develop the next iteration of their master brand. The main goal was to position brand Abeka as a leader in education, broadening their reach beyond a more niche audience.
Industry
Services Involved
Approach
Recognizing the opportunity to engage non-traditional audiences (beyond homeschooling parents or Christian schools), the Lewis team created a brand new platform for Abeka—Learning For
Life. The new platform allowed our team to develop messaging
that focused on the child’s future success as a key motivator for parents, along with emphasis on character building and strong community values.
Results
While directly trackable website visits aren’t the primary objective of a broad-reach tactic like TV, our buys drove impact immediately. The campaign launched in the summer of 2025, and within two months, it delivered 20 million impressions and generated 53,000 website visits from viewers who saw our spots on Hulu, Disney+, or Peacock and later visited the site from the same IP address. That 0.3% response rate exceeded industry benchmarks—especially noteworthy given the creative’s brand-building focus without a direct call to action. Beyond site traffic, brand recognition also rose quickly: within two months, brand search volume grew 81% year over year.