01 — Objective
Solve for Tomorrow (SFT) is a STEM competition designed by Samsung for high-school students. In 2022, India was all set to host its first-ever season of SFT, and my team got ready to kick it off with a bang!
Target registrations - 15K
02 — Creative process
Since this was the first season, there was going to be curiosity, and we were expecting some serious queries. So, the whole idea of the campaign was driven by the need for simplicity. Here's a few things we had to keep in mind -
Indians are obsessed with STEM fields. So our audiences were students as well as their parents.
What is SFT? - This question had to be answered as simply as possible across all channels to gather as many registrations as possible.
Diversifying through various media channels was really important. For ex: While social media platforms were used to capture kids' attention, advertising in print media and prime time news hour on TV became as important to catch parents' eyeballs.
We managed to achieve 18K registrations in one month - 3K more than the set target of 15K!
18,000+
registrations received
+21%
increase in visitors on Samsung Newsroom's Twitter account
+5000
followers on Samsung Newsroom's Twitter account, crossing an all-time high of 120K followers
Personal Learning
your secondary audience is often the decision maker - diversify channels to reach them directly