During the joint applications, we are launching a construction industry attraction campaign aimed at young people on social media channels. The primary goal of the campaign is to increase awareness of construction industry career paths and study and training opportunities, as well as to make the rakennusalalle.fi website and Instagram channel known.
The main message of the social media campaign is “Build the future – find your own path in the construction industry.” The primary target group of the campaign is young people considering further studies, with a secondary target group being young people's parents and teachers.
The campaign starts with the joint application for vocational colleges on February 18.2th and ends when the joint application for higher education institutions closes on March 25.3th. Based on the definition of the target group and goals, we chose Tiktok and Instagram as channels. We are implementing the campaign in collaboration with LM Someco.
TikTok's main target group is especially 13-18 year olds, who are considering further studies after primary and secondary school. Two artificial intelligence animations have been created for the channel, in which fictional future builders Vilma and Joel explain why it is worth applying to study construction. The dialogues use comments from people working in the construction industry.
The target audience on Instagram is 18–24 year olds, whose interests are the construction industry, responsibility and exercise. There are four quote videos on Instagram, in which construction industry experts explain why the construction industry is “just the thing”. In addition, a timelapse video filmed from a construction site with a drone has been made available on Instagram. By clicking on the quote videos, you can explore career paths in the construction industry and the timelapse will take you to the rakennusalalle.fi homepage.
The joint application period for comprehensive schools is 18.2 February–18.3 March and for higher education institutions is 11–25.3 March.