Title	THE TIKTOK EDUCATION FAIR
Brand	MUNICIPAL DEPARTMENT OF EDUCATION
Product/Service	EDUCATION FAIR
Category	G04. Social Behaviour
Entrant	TANTE RANDI Oslo, NORWAY
Idea Creation	TANTE RANDI Oslo, NORWAY
Media Placement	MINDSHARE NORWAY Oslo, NORWAY
Production	TANTE RANDI Oslo, NORWAY

Name	Company	Position
Christine Engh Hansen	Mindshare Norway AS	Project Manager
Magnus Flø	Tante Randi	Planner
Kim Follesøy-Thuen	Tante Randi	Creative
John Njoki	Tante Randi	Creative
Ragni Reitan Haugum	Tante Randi	Project Manager
Henriette Skadinn	Mindshare Norway AS	Project Manager
Tore Woll	Tante Randi	Chief Creative Officer

Why is this work relevant for Media?

In Oslo there is a physical education fair that aim to inspire junior high school students to make a good educational choice when applying for their high school educational program. We took what that physical fair intended to do and transformed it into a digital movement that exceeded what the physical fair had achieved in decades.

Background

Every year junior high school students visit an annual education fair to get valuable information about what high school courses they can choose, but because of Covid-19, the annual psychical education fair could not take place.

Describe the creative idea / insights (30% of vote)

Knowing that every school in Oslo was closed downed due to covid, we asked ourselves. Where can we reach students? TikTok! So we moved the education fair into TikTok, we replaced the dull advisors with engaging older students who actually go to high school. We actively used influencers on Tik Tok from all the different educational programs, and got them to kickstart the campaign by using TikTok's unique features as a platform.

Describe the strategy (20% of vote)

The strategy was to use older students, who our target group looks up to, to inspire and reassure our target group when choosing their own high school educational program. We carefully selected professional influencers from all the different fields of education and they fronted the campaign in TikTok. By answering questions and encouraging others to make their own films and content about their everyday high school life we started a conversation that is going to this day.

Describe the execution (20% of vote)

One thing junior high school students are extremely curious about is what the high school experience is like, so we got actual high school students to show them. And to make it happen we invited a handful of influencers to encourage high school students to show junior high school students their high schools and educational programs.

List the results (30% of vote)

With a target audience of 12000 people we managed to get: - 4.8 million views under the hashtag on TikTok (now 5.7 million) - More than 250.000 likes - Over 25.500 hours of streamed content on a dedicated website - Over 650 user generated TikToks where the target audience shows their everyday school life and answers questions from younger students. From a survey that went out to all graduating students i Oslo - 49% thought that the campaign gave a good insight into life in high school. - The campaign got as many as 40% of the target audience to consider other educational programs. - 48% of the target group thought that this was a great way to present the educational programs.

Please tell us about the social behaviour that inspired the work

Our target group is 14-16 years of age and the people they look up to the most are 16-19 years old. We needed to start a conversation between these groups, and we chose TikTok because the platform is one of the most used by both groups, to consume and create content. This sparked a conversation that couldn't have happened in a physical space with adult school advisors.