PROFTECH — Brandformance Campaign
Client
The Ministry of Education and Science of Ukraine (MESU) is a government agency responsible for shaping and implementing education policy, advancing vocational and technical education, and modernizing educational institutions.
Restore the prestige of vocational education, encourage teenagers to enroll in vocational schools, and reshape perceptions of blue-collar professions.
Goal
Task
Refresh the image of vocational schools, create modern and engaging communication that is understandable for teenagers, their parents, and a broader audience.
Idea
HyperNormal, together with Spiilka Design Büro, developed a unified design system for all Ukrainian vocational schools. The core idea of the communication was to use real students from vocational and technical institutions instead of actors. Their stories, experiences, and authentic voices were meant to reflect the reality of studying there, the opportunities available, and future career prospects—making the campaign as sincere, relatable, and close to the audience as possible.
UAMASTER handled the digital component of the project, including planning and executing the advertising campaign. Through a comprehensive approach to media planning and the deployment of digital tools, the real students’ stories were amplified across online platforms and delivered to a wide audience, ensuring strong visibility and effective communication results.
Solution
Campaign slogan
“Your Independence Starts Here.” The idea was based on the concept of adulthood as the choice of one’s own path and taking responsibility for one’s future.
The communication was optimized for modern media: short-form content, dynamic videos and clips, with the key message placed at the very beginning to capture teenagers’ attention immediately.
- By July 2024, 90% of traffic to the vocational education aggregator website was coming through the campaign.
- Planned cost per conversion was reduced by 64%, significantly outperforming the target metrics.
- Target conversions were exceeded by 300%.
- CTR was 5x higher than the industry benchmark.
- The number of enrolled students increased by 12% compared to the previous year, which is 7% higher than the national average growth.
The results
Project recognition
For its achieved results and systematic approach to engaging a youth audience, the campaign was recognized by the professional community and included among the winners of the EFFIE Awards Ukraine, confirming its high level of strategic and creative effectiveness.
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