Canary Islands Masterclass
The project that can change the professional future of thousands of young people in the Canary Islands.
Services
- Web design
- Low-code development
- SEO
- Paid Media
Date
Collaboration
The value is in the people.
Canarias Masterclass is a pre-university orientation project in which the 50 selected students have the opportunity to share a working day with a great professional of the sector in which they are interested. In this way they will be able to immerse themselves in the reality of the profession, ask all their questions, receive advice and, in short, live for a day how their life will be if they decide for that profession.
Services
- Web design
- Low-code development
- SEO
- Paid Media
Date
Collaboration
The challenge.
In its previous editions, the Canary Talent Foundation gave face-to-face talks throughout the Canary Islands in collaboration with high schools and educational centers. Each year, around a thousand students sign up to participate in the Canarias Masterclass program. But in 2021, the Covid19 pandemic changed everything. And Canary Talent faced a new challenge; to connect with young people through a digital campaign and get their registrations online, without being able to count, in principle, with face-to-face events. kingseo was the agency chosen to take on the challenge.
The strategy.
The first thing we had to do was to get to know our audience better, since the students of the 2nd year of high school in the Canary Islands were living a very uncertain situation and we wanted to know their concerns and motivations. We interviewed students and teachers to give shape to our communication strategy and we prepared the element that would be fundamental in the campaign; the landing page where all the traffic would arrive. We then shaped a battery of ads that would be circulated simultaneously. Initially with a small budget, to validate the messages that would best connect with the audience. Due to the limited audience, we decided to expand the audience also to mothers and fathers, using mainly facebook.
The result.
Finally, with the support of face-to-face talks, throughout March almost 2,000 students registered for the Canarias Masterclass edition, a record number of registrations to date. Thanks to a multichannel campaign, where we worked with Youtube Ads, Google Ads, Facebook, Instagram and Tiktok, we achieved a cost per acquisition for each registration of less than €2, a reach (between organic and paid) of more than 1.5 million people, and a landing conversion rate of 21%. In other words, just over 1 out of every 5 visitors to the website initiated the registration process. We congratulate Canarias Masterclass, because it is a project with which we feel especially involved and we are glad to have been part of it.
"At kingseo they used their powers to turn a problem into an opportunity, they managed to connect with our audience in a direct and honest way. The result? An all-time record number of registrations. kingseo has become a strategic partner with whom we hope to continue working for a long time.
