SkillsBuild

In 2023, SpecialGuest worked with IBM to increase awareness of the technology company’s free educational courses through a fun, shareable quiz.

Now, more than ever, it is essential to have tech skills for professional, and personal, use. The campaign’s goal was to reach tech-inclined people unaware of IBM’s free SkillsBuild courses by attracting their interest with an easy, buzz-worthy quiz that targeted Instagram and TikTok users. 

“What’s Wour Tech Type?” was a personality quiz that matched a person’s interests with tech skills and guided them to the corresponding courses on IBM SkillsBuild. SpecialGuest enlisted 11 influencers of diverse backgrounds—such as Alexandra Doten, a recent Forbes 30 under 30 recipient—to reach marginalized communities with a curiosity for STEM. These influencers created videos sharing their results and their recommended SkillsBuild courses, encouraging their audience to do the same.

 Whether a quiz taker was an experimental creator, social strategist, structured collaborator, or another of the eight Tech Types, the shareable results gave them a short description of their tech personality, presenting their skills as superpowers. Then quiz takers could share their results on social media and see which influencers had the same Tech Type. The quiz received over 420,000 views across TikTok and Instagram and was organically shared more than 5,000 times.