Khan Academy
Khan Academy is a 501(c)(3) nonprofit organization with the mission to provide a free, world-class education for anyone, anywhere. Founded in 2008 by Salman Khan, it started as simple YouTube tutorials and has grown into a global learning platform.
Khan Academy approached Avenue with several projects aimed at expanding their digital presence and deepening engagement with educators. Among these initiatives, they sought to integrate ongoing influencer marketing into their strategy for the very first time.
The Results
2K+ increase
in organic search clicks for ‘Khan Academy science’
21,192 emails
acquired from net new science teachers
+1,607% increase
in active users to the science resource download page
Khan Academy introduced a new suite of downloadable science resources with the goal of driving awareness and sign-ups among teachers. While the organization is widely recognized as a leader in math and test prep, it faced the challenge of broadening its reputation within the science education space.
At the same time, this initiative marked Khan Academy’s first foray into influencer marketing. Without prior experience managing influencer partnerships, they turned to Avenue to help identify the right voices, oversee outreach, and provide end-to-end campaign management that would bring their new science resources to classrooms across the country.
The Challenge
Science Teacher Downloadable Resources Project
Paid Social Ongoing Management
Avenue developed and managed conversion-focused campaigns across Meta, TikTok, and LinkedIn to drive awareness and sign-ups. With consistent budget tracking, audience testing, and creative refreshes, we optimized campaigns in real time while collaborating with Khan Academy on landing page updates to improve the user journey.
Services Implemented
Influencer Research & Ongoing Management
We conducted in-depth research to identify the most relevant teacher and parent influencers aligned with Khan Academy’s mission. Our team managed every step of the process (from outreach and contracts to creative briefs, deadline tracking, and performance feedback) ensuring influencer content stayed authentic while meeting campaign goals.
The Solution
To meet Khan Academy’s goals, Avenue designed an integrated strategy that combined paid social campaigns with influencer outreach:
Influencer Research & Management
Researched and sourced science teacher content creators on TikTok and Instagram
Developed contract terms and creative briefs for influencers
Managed ongoing communications, including deadlines, feedback, and edits
Provided budget tracking and influencer invoicing for seamless execution
Paid Social Management
Launched conversion- and traffic-based campaigns on Meta, TikTok, and LinkedIn Ads
Implemented conversion tracking on key landing pages
Delivered ongoing creative refresh and ad copy recommendations using performance insights
Collaborated with Khan Academy on landing page updates to improve user experience
Ensured consistent budget tracking across platforms
Tested and optimized audience targeting and ad formats
By combining precise paid media execution with authentic educator voices, Avenue delivered a comprehensive approach that not only drove sign-ups but also helped broaden Khan Academy’s positioning in the education space.
