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Dutch Film Academy

DIVERSIFYING THE APPLICANT PROFILES

Overview

The Dutch Film Academy offers students an education to become an expert within the film industry. We were involved in the Dutch Film Academy by our design & content partner HOAX. They were asked by the Dutch Film Academy to devise a campaign for the next class, with the aim of ensuring a more diverse profile of the people behind the registrations.

We started with a brainstorming session to be clear on the different objectives – branding and a new diversified batch – and to identify different personas that are definity part of the current batch and those who are definitely not.

HOAX worked out an insanely strong creative concept that perfectly matched the intended target groups in terms of visual and verbal communication. The creatives and terminology used made the ads really stand out, creatively distinctive.

We decided on what advertising channels to use; Facebook, Instagram, YouTube and the Google Display Network. And within these channels, what formats fitted best to the audience. With the campaigns we first aimed at reaching a very broad audience. Later we solely focused on those audiences that had shown engagement, with more informative content about the academy. Lastly, we made sure that all interested audiences made it to the information day at the Academy.

Project

Student batch 2020.

Client

Dutch Film Academy

What We Did

Attracting a more diversified batch of students.

Resulting in

A full house and a huge boost in brand awareness.

In addition to attracting a new batch of students, the campaign has also provided a huge boost in brand awareness.

The responses to the content were very positive and involved. With the best result that both open days had an enormous influx to a large variety of candidates. Not only the candidates but also the current students responded very enthusiastically to the campaign. In addition to attracting a new batch of students, the campaign has also provided a huge boost in brand awareness.

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