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EF Education First is an international network of schools offering foreign language courses. Today, EF has more than 600 schools and offices in 114 countries and regions around the world. Every year, hundreds of thousands of customers use the company’s services. Most of them are people aged 16-25.
Although EF offers a very wide selection of educational programs, the most popular of them are language trips lasting no more than 2 weeks. The company asked us to reverse this trend.
The client set us a demanding and specific criteria – he wanted to gain 1500 contacts to people interested in language trips and increase sales of holiday language trips.
We have developed a recruitment campaign for a LANGUAGE TRIPS TESTER. The recruited person’s task was to report on Instagram about a 4-week English course in Singapore. We decided to narrow down the target group and focus on the then high school graduates who, after passing the most important exam in their lives, are looking for an idea for themselves, take their first holiday job or go on vacation.
The campaign, which took place from May to July, was divided into 3 stages:
Stage I – Selfie as CV
The challenge was to publish the perfect selfie for your CV with #testerEF and to encourage your friends to comment on why they think this person why they think this person would be the perfect candidate.
Stage II – A day in the life
From all the applications, we selected the 50 best candidates, who were given the second task, which consisted in recording and sharing on Instagram video in which they recount their day in the life of a tester. The decisive influence on the result was the support of friends who were to answer our question under the video.
Stage III – Live on Insta
In the finale of the action, during a live broadcast on Instagram from the @efpolska channel, a jury consisting of popular influencers jointly selected the winner of the competition.
Such treatments allowed us to achieve a high organic reach of the campaign by viral informing more people about the action.
To build organic reach, we used the support of influencers and Instagram micro-influencers. We conducted media relations activities that increased the reach by people who were absent online. Information about the campaign has been published on many youth and marketing portals. With the action we went out on the streets and universities. At key universities in Warsaw and Krakow, we distributed leaflets about the project. To arouse even more interest in the action, we placed a real job advertisement in career offices and Facebook groups offering work.
The campaign carried out by the agency was characterized by both a wide reach to a defined target group, as well as a very high level of engagement. Particularly noteworthy is the unconventional concept, which translated into an increase in sales by 46%, compared to the same period from the previous year.
