UCC TikTok - Dress for Success

In a strategic move to captivate Generation Z, University College Cork (UCC) set out to launch an impactful social media campaign targeting prospective students for its Business and Law School “CUBS”. Recognising this younger demographic's unique consumption habits and preferences, we advised UCC to hone in on TikTok as the ideal platform for their message.

The insightful market analysis pinpointed TikTok not only as a hub for Gen Z but as a medium where dynamic content utilising trending sounds and innovative editing techniques could effectively engage and resonate with this group. Armed with these insights, we crafted a campaign to attract attention and stir aspiration among potential students.

The solution was a swift and agile response: within just one shoot day, our specialised team crafted a series of compelling TikTok ads. These ads were designed to highlight the transformative career opportunities that a degree from UCC CUBS can provide, focusing on the practical benefits and exciting possibilities of studying at the university. The content tapped into the popular #OOTD (outfit of the day) trend to showcase how, with UCC, students can Dress for Success! The content was, of course, tailored to feel native to TikTok, using trending audio and creative transitions to ensure it stood out in the platform's fast-paced, scroll-heavy environment.

The results were extraordinary, far exceeding expectations. The campaign quickly gained traction, amassing 4.3 million impressions and 1.5 million views. More so, the engaging content resonated deeply with viewers, garnering 13,600 likes and attracting over 330 new followers to UCC’s TikTok account. The success was further highlighted by the positive feedback from the TikTok community, with many users commending the quality of the ads in the comments section.

This campaign solidified UCC CUBS’s reputation as a forward-thinking institution within the academic community and beyond. By effectively leveraging digital trends and the unique attributes of TikTok, UCC has set a new benchmark for engaging Gen Z and showcased how educational institutions can dynamically connect with prospective students in a digital age.