In the summer of 2024, the HES-SO (University of Applied Sciences and Arts Western Switzerland) approached us with a clear mission: to create a brand awareness campaign across the French-speaking region of Switzerland, aimed at promoting the Economics & Services field—namely, the various HEG (Schools of Management) across Romandy.

A campaign designed primarily for 16 to 20-year-olds!
Two main target audiences were identified: naturally, young people aged 16 to 20, but also their parents. After a research phase, our teams quickly concluded that a unifying message was needed—one that would connect the different HEGs under a common campaign:
“JE GÈRE!” (I’ve got this!) is a slogan that makes a nod to “Gestion” (Management), but more importantly, it plays on a popular expression used by young people. This double meaning gave us the opportunity to craft platform-specific content, adjusting the tone and level of detail to suit each audience.

Less talk, more authenticity—alumni take the spotlight.
Informing young people about studying at an HEG makes far more sense when the message comes from alumni—each of them now in diverse and inspiring careers. Because attending an HEG means choosing a well-recognized training program that opens up a range of opportunities, whether in entrepreneurship, international careers, tech-based professions, or even in switching paths and still achieving one’s dreams.
We handed the spotlight to 12 alumni from the five HEGs in Romandy and put them front and center—not with words, but through a visual staging that told the story of their journeys. They’ve got this—there was no need to say more. We simply wanted to show their real lives and give our young audience a fresh perspective on what HEGs and their programs have to offer.
To take things further, the campaign included photo shoots that highlighted key moments in their journeys, enabling us to share more details and dive deeper into the subject.

260+ pieces of content across 5 platforms
Every piece of content had a purpose, and we approached the multi-channel rollout with agility, focusing primarily on YouTube, Instagram, TikTok, Snapchat, and LinkedIn. So far, the campaign has reached over 1.3 million impressions on social media, and over 1 million impressions across various Google placements—a very strong overall awareness score. To take things even further, our performance team also set up traffic campaigns, generating no fewer than 600 qualified leads—each one representing a student who expressed interest in enrolling at one of the HEGs.
The content was designed to be timeless, so we’ll see you for the next wave of the campaign, starting in September!