TKTK Campaign

The problem

TTK University of Applied Sciences (TKTK) had no trouble filling its places. The trouble came later: many students dropped out after the first semester. In 2023, the university set two goals for its admissions campaign: more applicants and fewer dropouts.

Before creating anything, we analysed TKTK’s earlier campaigns. Their messages, from “Uksed on avatud” (the doors are open) in 2016 to “Tõmba endale rakendus” in 2022, left the impression that anyone who wanted could get in and get through without much effort. That message attracted students who did not stay.

The solution

We changed the message. The labour market needs fresh specialists in their field: natural doers who like making things with their own hands. So the campaign told young people honestly what studying at TKTK takes and what it gives.

The main message, “Praktiliselt valdkonna spetsialistiks” (become practically a specialist in your field), is an Estonian wordplay that carries a straightforward truth. The campaign film puts it plainly: “there are never too many of us on the labour market”.

The main target group was 18–25-year-olds, so the media mix was digital first. The few outdoor sites were near schools and on the target group’s daily routes. Social media and special items, from T-shirts to stickers and notebooks, supported the campaign.

The results

The university confirmed that the campaign beat all its goals and that dropout had fallen. TKTK received 3,545 applications, the university’s second-best result.

Clicks on the SAIS application button grew by 131%. Across all channels, the button was clicked 6,289 times, 128% more than a year earlier. The website sent 2,554 visits to SAIS, 120% more than the previous year’s campaign. Ad clicks grew by 23%, and a visit to SAIS cost €0.93, 46% less than the year before.

The university also felt that better-prepared students applied.

What did the client say?

“Häk’s creative solution was fresh, vibrant, and engaging! We really appreciated their speed, thoughtful approach, and ability to balance our wishes with professional guidance.”