CUSTOMER
Vantaa Vocational College Varia
YEAR
2025
WORK
Digital communications
Campaigns
Content creation
Social media
Videos
Visual communication & designs
Joint Application Campaign Boosted Varia’s Awareness and Student Applications
In 2025, we implemented a joint application campaign for Varia, the City of Vantaa’s Vocational College, aimed at increasing its awareness and attracting more student applications. The core message of the campaign was that at Varia, students can study for a profession directly. In addition, the campaign aimed to highlight the high quality of education at Varia and the strong connection between studies and working life.
Challenge
Commissioned by Varia, we conducted an analysis comparing the public image and visibility of different vocational college operating in the Helsinki metropolitan area across social and traditional media. Based on the analysis, we recommended that Varia increase its presence on social media and improve the engagement of its social media content.
We proposed placing students and everyday student life at the center of photo and video materials. Relatable content and showcasing everyday student life resonate well on social media and among young people. Studying at Varia is practical and therefore visually engaging.
Based on the analysis, we began planning updates to Varia’s photo and video materials as well as developing its communications and marketing. We especially wanted to strengthen social media visibility during the joint application period to increase the number of applicants.
Solution
The goal of the 2025 joint application campaign was to increase awareness of Varia and the study opportunities it offers among the target audience, as well as to encourage young people to apply to the institution through the joint application process. We designed the campaign slogan: ‘From Varia to a Career Professional´.
We produced campaign materials, primarily short videos showcasing the different professions available at Varia. The videos featured the students and Varia’s energetic, hands-on atmosphere as the main highlights.
We identified two target groups for the campaign: young people aged 14–16 and their parents. Social media channels were chosen to match each group. Snapchat and TikTok for the youth, and TikTok and Meta platforms for parents.
The campaign also appeared across Vantaa, on outdoor billboards and buses, with all advertising materials produced by us.
Results
The campaign was highly successful. Two tactically timed four-week advertising campaigns for the joint application period generated a total of 17,354,134 impressions and 41,255 clicks to the landing pages from the target audience.
The visual materials produced for the advertising campaigns engaged the critical underage youth target group and also appeared credible among parents.
In the 2025 joint application, Varia received as many as 1,112 first-choice applicants—almost 8% more than the previous year.
“The joint application campaign implemented with Manifesto has complemented the broader marketing efforts for the joint application period, improving Varia’s awareness and appeal.
Focusing the joint application campaign on Snapchat and TikTok proved to be an excellent solution, as the majority of our target audience uses these channels. The analytics from the campaigns support these choices, and the visibility achieved through these platforms has been significant.
Collaboration with Manifesto has been running smoothly. Their professionalism has ensured that every assignment is handled flawlessly. Their creativity and ability to respond quickly to changing needs have been invaluable to the success of the campaigns.”
– Anni Suvisuo, Marketing Manager, Vantaa Vocational College Varia
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