This is how the Danish Study Center went from a follower base with 90% women to one 50/50 distribution
Through a strategic effort on both organic and paid TikTok advertising.
+5.000
NEW FOLLOWERS
1.300%
MORE ENGAGEMENT
+975.000
VIEWS
Challenges
Dansk Studie Center (DSC) faced a luxury problem: their trips sold out quickly, but the customer base was a large majority of women.
DSC's existing marketing and branding primarily appealed to girls. Therefore, they wanted to create a more balanced gender distribution to promote better dynamics on their group trips.
Therefore, the goal was to appeal and activate young men interested in travel, especially in the 18-24 age group.
Strategy
The strategy had to capture the interest of the young men. That's why we created a boys' universe (8 content creators) filled with spas, boys' talk and travel.
By highlighting elements such as adrenaline, parties, community and new experiences, we created content that resonated with the target audience while promoting DSC's travels.
Reserach of customer avatars and their purchase motives
Instead of just highlighting DSC as a brand, we delved into which aspects of DSC's offering specifically appealed to the male target audience.
Through interviews with former male travelers, we identified the primary motivations behind their decision to travel with DSC. The most mentioned things were: Adrenaline, party, girls, togetherness and new experiences/cultures.
Based on this insight, we developed three unique concepts:
“Pack my suitcase”
"Choose my new travel buddy"
"I have to choose a college trip for the boys"
All three concepts are designed to engage and appeal to the young men.
See the three concepts from DSC here:
Results from the collaboration
- DSC's goal of reaching more men and showcasing their journeys was not only met, but exceeded with remarkable results.
- New gender distribution: Before our collaboration, the follower base consisted of 90% women and 10% men. After the end of the campaign, the following is 46% women and 54% men.
- Range, Men: The campaign generated 955,000 views, of which 82% of viewers were male.
- Effective Advertising: By adapting the advertising to the new target group content, we saw a significant improvement in relevant KPIs for the advertising efforts.