OpenClassrooms was ready to launch its tuition-free tech apprenticeship program in the US, but “apprenticeship” still reads as trades and construction to most Americans, not software or data. We needed to introduce a new model to a Gen Z audience, in a place they’d actually give it a chance: TikTok, on TikTok’s terms.
We built native content designed to stop the scroll, then paired it with paid ads pointed at a TikTok-native lead form: turning attention into applications for OpenClassrooms’ tech programs.
Campaign Ideation
Key art design
Video Shoot in NYC
Social video production
Copywriting
Cracking the Concept
The team worked backward from what actually performs on TikTok: fast hooks, real people, zero corporate gloss. That led to a simple mechanic: stop strangers in NYC and trade them something (hot coffee, a tarot reading) for their honest take on work and careers. No script. Just real reactions, built to hold attention in a feed that scrolls past anything that smells like an ad..
Organic Content
One shoot day in NYC produced 16 videos, all built around Gen Z talking honestly about work, careers, and the job market. Fast, funny, native to the platform — and never pitchy..
Paid Promotions
Once we knew which hooks were working organically, we turned them into a lead engine: two reusable ad templates and 8 A/B-tested variations, each one driving straight into a native TikTok lead form — so anyone curious could apply without ever leaving the app.
Cup Sleeve Design
We produced cup sleeves as an alternative ‘business card’ to give away to the participants of Hot Drinks and Career Links.
Results
1,895,506
Impressions
12,510
Link Clicks
¢
75
Cost Per Click
2.35
+%
Click Through Rate
