Bringing Engineering to TikTok (and beyond)
How do you present a challenging technical degree to 18-year-olds who live on feeds, reels, and scroll faster than they read? That was the real challenge: making Mechanical Engineering not only understandable but also appealing to digital natives.
We decided to flip the roles. No longer the university speaking to students from the top of a classroom, but students and professors going directly into their channels.
The creative spark
The heart of the campaign was TikTok. With a microphone in hand, students became creators for a day: sharing their experiences, debunking clichés, answering the questions of those still choosing their study path. Fresh, ironic, real videos. No academic filters—just the perspective of those who truly live university life.
And not only that. Professors also took on the challenge: speaking in front of a camera using simple, direct language without too much technical jargon. A powerful gesture that reduced distance and humanized a path often perceived as too complex or “cold.”
Meta: the campaign that did the rest
Alongside the organic strategy, we launched a Meta campaign aimed at reaching both students and their parents. Lean creatives, clear messages, and dedicated landing pages turned curiosity into concrete decisions.
The challenge
We didn’t aim to convince “everyone,” but to speak to those who genuinely have the motivation to tackle a serious, selective, and demanding path. The target was clear: true digital natives, the generation of 18-year-olds deciding today what tomorrow will be.
The result
A story that didn’t just explain what Mechanical Engineering is, but showed it up close. With faces, voices, and fresh language.
Because a course like this is not just a degree: it’s an investment in one’s future. And to tell it, the most credible voice of all was needed: that of the students who live it, and the professors who believe in it.
Ingegneria Meccanica: told by those who live it, designed for those who will choose it.
