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 perceptions of vocational education with clear, engaging communication for teenagers, parents, and the wider public.

Idea

HyperNormal and Spiilka Design Büro developed a shared design system for Ukrainian vocational schools. The campaign featured real students rather than actors, using their stories to show what vocational education offers and where it can lead.

UAMASTER planned and ran the digital advertising campaign, bringing the students’ stories to a broad online audience.

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.