Influencer marketing in the education sector!

Best Case:ORCA.nrw – Starting your studies with influencer power.

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You encounter students on campus, that’s clear. Prospective students, on the other hand, are hard to reach at the logical touchpoint of schools: the environment is fragmented, access for companies is limited, and processes are small-scale and sometimes cumbersome. That is why ORCA.nrw, the state portal for study and teaching, has chosen a different path to support young people in NRW early on and with pinpoint accuracy: via TikTok.

The platform is the daily meeting place for many students. As a channel, the platform combines reach with precise audience targeting and makes content visible where the community is already active. This way, information about free learning materials and study aptitude tests reaches the feed of the right target group directly, without complicated hurdles.

In this influencer marketing best case, ORCA.nrw shows how communication from the complex school context can be shifted into a lively, digital environment. The result: less wasted reach, higher relevance, and clear access to resources that make the transition to university easier – precisely at the moment when guidance and decisiveness are needed.

55%

14- to 27-year-olds use TikTok.

Influencer Marketing Best Case for Students!

Influencer Marketing Best Case for Students!

• Building trust through credible, personal content
• Support for students starting university studies in NRW
• Connecting people with free educational opportunities on an equal footing

The challenge

Bypassing the hard-to-access advertising environment of schools.

• Bypassing the hard-to-access advertising environment of schools.
• Target group: prospective students, pupils (upper secondary level and Abitur candidates)

The strategy

TikTok as an advertising channel!

• Direct address of the target group in their digital living environment
• Authentic communication of topics related to starting university studies
• Focus on low-threshold access to learning materials and aptitude tests

The solution

Leverage influencers’ authenticity!

• Influencer selection: 20 creators with content closely aligned to topics relevant to upper secondary school students and Abitur candidates
• Content formats: Everyday insights, tips for choosing a degree program, recommendations for learning materials

The result

»Students are particularly media-savvy and especially active on TikTok. Here, through collaboration with education influencers, we were able to address the young target group in an authentic, credible way and on an equal footing.«

Saskia Helbeck-Prepens,
Content Manager
ORCA.nrw

Discover influencer marketing now!