How do you use social media to motivate young people to make one of the biggest decisions of their life?
We are talking about training to become a pilot at the European Flight Academy, also known as EFA. The training is time-consuming, the content is complex, the requirements are high—many don’t even dare to dream about it. So how do you address a young target group on social media regarding this topic? How can you use advertising to convey something as complex as this decision about your own professional future?
The two phases of the Click2Messenger campaign
To make sure that we really would reach the right target group, we targeted according to age and interests. We did this with a social media campaign in two phases: first, a paid media campaign to generate interest and then a Click2Messenger campaign to provide information.
By retargeting everyone who interacted with the paid media campaign content in the first round, we were able to ensure that we only provided interested young people with further information. Intensive educational work was necessary regarding financing, requirements, and training content in order to lower the inhibition threshold for applications.
We entered into dialogue with those who responded in the first round via Click2Messenger ads. The target group was able to select frequently asked questions with one click, which our team then answered in detail. The start of the conversation was made especially easy because complex content was communicated interactively.
Within the first month, the DACH targeted ads alone generated 2,155 conversations. We could only cope with this flood by providing our well-coordinated community management team with detailed standard answers and information. Beyond numbers, the professional, personal contact with potential applicants on platforms tailored to the target group not only resulted in a high level of interaction, but also kept the inhibition threshold for initial contact low and had a lasting positive impact.
Photographer: Daniel Hager