Laurea

Background

Laurea University of Applied Sciences wanted to reach young people and young adults aged 15-25 in a new way. Laurea has traditionally been perceived as bland and uninteresting. 

The goal was to reshape the brand image and highlight Laurea's relaxed and dynamic side. Audience engagement on Laurea's social media had previously been low, and new ideas were sought to create more engaging content. 

Strategy and Insight

Recommendations from friends and family strongly influence the choice of study place. In higher education marketing, influencers have traditionally been used as peer recommenders. However, traditional influencer marketing is challenging if the influencer does not have a genuine and deep connection to the institution. We decided to utilize an influencer in a surprising way and create a brand entertainment series where the influencer plays the main role. We aimed to create something surprising and with no shortage of humor.

‍

‍

Creative Solution 

Young adults are currently in an era of dating, which involves new relationships, dates, crushes, and breakups. Laurea at first sight - the brand entertainment series tackles young people's lives from a relatable angle and utilizes the theme of dating. 

In the series, influencer Riku Rajala sets out to discover what emotions applying to school evokes and what studying is really like. The episodes are thought-provoking, humorous, and encourage viewers to engage with the content. The brand entertainment series conveys the university's relaxed and joyful atmosphere. In addition to Riku, Laurea's own staff appear in the series. The series stands out in the competitive joint application market with humor that stems from Riku's almost obsessive approach to applying to Laurea. The multi-channel series was distributed on Meta's platforms, TikTok, and YouTube.