Thomas More Mechelen (IDEA) – Influencer campaign & performance marketing

As part of their Interior, Design & Architecture (ID&A) unit, we’re collaborating with Thomas More Hogeschool to help raise awareness of the available school programs. With enrollments in both day courses and postgraduates showing a slight decline, we’re bringing content creators and alumni on board to help reconnect with potential students and showcase the opportunities offered.

Concept

We have reworked the original concept and added a creative idea where we introduce a fun yet informative format through speed dates, which can be showcased during the shadowing day and information day. We put students together with influencers in the spotlight as the “Future Makers”: the new generation of creatives who will shape the future. We will create a campaign in three phases: building hype beforehand, live storytelling during the info day (speed date), and an inspiring follow-up to achieve measurable results.

Influencers

We selected 2 profiles who embodied the concept and represented the speed dates as true experts by experience. We created a storyboard in advance with the right questions and answers and prepare as much as possible. Additionally, we drafted a contract with the influencers outlining the specific deliverables.

For this, we collaborated with two alumni who are now also content creators and perfectly resonate with our target audience: Jani Jaspers and Barbara Standaert. Both are former ID&A students and therefore know better than anyone what it’s like to study these programs at Thomas More. With their fresh energy, relatable style, and sense of humor, they will deliver the message in a way that truly sticks.

Execution

In the first phase, the influencers participated in a shadowing day. This was intended to spark interest among students and to create preliminary content.

In the second phase, we recorded a series of TikTok videos with them, in which they humorously announced that they would be going on a speed date… with prospective students. The idea? During the Info Day on April 26, Jani and Barbara would be present on campus to engage in conversations with students who are still uncertain or have questions.

We wanted to avoid students feeling hesitant to approach them, which immediately created an accessible and welcoming atmosphere. In a spontaneous and relatable way, we reconnected with young people who are on the verge of making an important study choice.