2021 Social & Influencer

THE TIKTOK EDUCATION FAIR

TitleTHE TIKTOK EDUCATION FAIR
BrandMUNICIPAL DEPARTMENT OF EDUCATION
Product/ServiceEDUCATION FAIR
Category C05. Emerging Platforms
Entrant TANTE RANDI Oslo, NORWAY
Idea Creation TANTE RANDI Oslo, NORWAY
Media Placement MINDSHARE NORWAY Oslo, NORWAY
Production TANTE RANDI Oslo, NORWAY
Credits
Name Company Position
John Njoki Tante Randi Creative
Kim Follesøy-Thuen Tante Randi Creative
Ragni Reitan Haugum Tante Randi Project Manager
Tore Woll Tante Randi Chief Creative Officer
Magnus Flø Tante Randi Planner
Henriette Skadinn Mindshare Norway AS Project Manager
Christine Engh Hansen Mindshare Norway AS Project Manager

Why is this work relevant for Social & Influencer?

By using TikTok, a media plattform that was “owned” by our target audience, we managed to transfer the dialogue and meeting between people that the physical fair has never before managed, by connecting older and younger students. The TikTok platform became a digital meeting place for the target audience, where one could seek knowledge and get answers - on their own terms.

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 (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. 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.

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 group of 12000 junior high school students we got: - 4.8 million views under the hashtag (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.