ACADEMOS

Brief

Create several communication campaigns through META social media and TikTok to recruit young people, especially young women, throughout the year.

Year

2023-2024

Expertises

Strategy Advertising Social & Influence Media

Academos is a free mentoring app designed for young people, helping them find their path by connecting with thousands of professionals who can guide and advise them.
Despite numerous communication campaigns and media coverage, Academos has seen a decline in the number of sign-ups and has turned to Hula Hoop to remind young people of the importance and benefits of mentoring.

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Proposed Strategy

A 100% social media campaign on META and TikTok, broken down into three key phases that speak to young people and students. The idea was to show that we understand the challenges young people face daily, using humor and their own codes. Each phase corresponds to different mindsets, goals, and obligations they have. We partnered with a content creator on TikTok and created adaptations for META based on current trends and best practices for these platforms.

CAMPAIGN REGISTRATION YEAR 2023

Campaign for registrations on March 1st, supported by Desjardins.

Every year, thousands of young people in Quebec must choose their academic path in preparation for enrollment in CEGEPs and universities, with the deadline set for March 1st. This decision causes significant anxiety among young people. It is therefore essential to support them during this time, helping them identify career goals that align with their passions and skills, and encouraging them to continue their studies. That’s why we wanted to position Academos as a decision-making tool but above all as an ally for an entire generation, helping them navigate through these choices.

Punctual campaigns: Summer, Back-to-School, and End-of-Year Holidays.

For these three campaigns, two main strategies were implemented. The first involved sharing static posts on META platforms, using viral content and integrating the relevant campaign messages. For the second strategy, original video formats were created and posted on TikTok by influencers who are followed by our target audience.

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CAMPAIGN REGISTRATIONS YEAR 2024

We are fortunate to be supporting Academos in the strategy for a communication campaign for the March 1st registrations. The campaign is supported by Desjardins with a budget of $50,000, of which $25,000 is allocated for media spend.

Every year, thousands of young people in Quebec must choose their academic path in preparation for CEGEP and university registrations, with the deadline set for March 1st. This decision creates significant anxiety among young people.

It is essential to support them during this period by helping them identify career goals that align with their passions and skills and encouraging them to continue their studies. This is why we wanted to position Academos not only as a decision-making tool but also as an ally for an entire generation, helping them navigate through these choices.

It’s not always easy to make choices, especially when it comes to deciding what you want to do in life… It’s on this thought that we proposed « The Career Duel, » which allowed young people to vote for the profession they would like to see compared.

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A CAMPAIGN OF INFLUENCE

We partnered with Alexis Saint Laurent to launch a 100% social media campaign. In total, 7 videos were shared on TikTok and Instagram to promote the concept and encourage young people to participate. Additionally, static content was created to support and amplify the campaign.