SHL is a magical place. Anyone who enters the private school in a prime location is quickly captivated. Perhaps because it combines opposites: Young people, almost teenagers, walk around, but without exception dressed neatly, from leather shoes to cocktail flies. Contrasts also manifest themselves in marketing: SHL stands for tradition, the highest standards and hospitality — and for an industry in which strict rules apply. However, there are different rules on social media. Our challenge was to promote this school while being approachable and yet authentic.
Authenticity is the top priority in marketing in the future: on social media in particular, people want to work with real values. This gave rise to the idea of accompanying students in their everyday lives and thus making the magic of everyday study life at SHL tangible in short videos. In a five-part video series, the target group dives into one of the semesters and experiences the hustle and bustle, adrenaline, glamour and partying of this industry in an approachable, genuine and entertaining way. The paid ads ran on TikTok, Instagram and Facebook, and generated leads via a landing page.
