OpenClassrooms needed to introduce tuition-free tech apprenticeships to Gen Z, a concept that still reads as trades and construction to most Americans, not software or data. TikTok was the only place this argument had a chance, but only if it didn’t look like an ad.
I led ideation on the concept: stop strangers in NYC, trade them something real (hot coffee), and let their honest reactions to work and careers carry the message. No script. I ran the shoot day, gave feedback on the edits as they came in, and shaped the paid strategy once we saw which hooks were working organically. I also built the narrative deck that got this approved internally, translating “let’s make un-scripted street content” into a case a client could say yes to.
Organic Content
The idea held up: one shoot day produced 16 native videos, then we turned the two best-performing hooks into a lead-gen engine, eight A/B-tested ad variations feeding straight into a TikTok-native application form.
Paid Promotions
Results
797,552
Impressions
5,264
Link clicks
32
Cost per click
2.57
CTR