Jenter og Teknologi is a project that belongs to the NHO (the Confederation of Norwegian Enterprises) and aims to bring girls into the world of science and technology. Norway has traditionally been male-dominated in these types of industries and J&T strides to make it appealing for young girls, who are indecisive about which path to follow.
This project had all the pieces in place, but we helped shaking them up and leverage social media to achieve the goals.
What we did
The core audience was really clear from the get go: girls who have to choose which study path they want to follow. This involves mainly girls in grades 9 and 10. As a result, the platforms of choice were quite obvious. We focused our efforts on Instagram and Snapchat.
The peripheral audience played an important role of course and as a result we were able to reach them mainly on Facebook as well as on Instagram.
There are two major events for the project each year: the NASA competition and the Norgesturné.
The first event allows some students to travel to NASA’s HQ in Texas, where they can get acquainted with the space program, as well as chat with some key figures in the space program. In order to win, the participants have to create a video where they answer the project’s question and a panel chooses 6 winners.
We leveraged social media advertising to increase the hype around the competition, by using curated videos from previous years’ winners. This content proved essential, as it gave the girls who were unsure to participate a boost to do so. We also made a Snapchat Lense, so that anyone could interact with our profile and we could all have some fun!
On the other hand, Norgesturné is an event where J&T visits many schools across the country where the girls enjoy speeches by role models, have fun and share experiences that will help them shape who they are.
Our approach was slightly different, since we focused a lot of our efforts on making tailored ads for each of the cities J&T was going to visit. We also run mainly video from previous years and put front and center why it was important to attend.
This approach made it really successful and in 2020 both projects reached the highest results so far!
Check out those metrics!
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- Working with Singlot is always a pleasure! They are efficient, creative and positive. Having collaborated closely on several campaigns they always understand our mission and provide insight that enriches what we do. Singlot makes sure we keep building closer connections to our target audiences!