SMM Campaign for P&G Unsolvable Quest
Engaging girls in P&G technical case competition
In brief

SMM campaign that helped to collect 800 applications, half of which were from girls.

Background
Unsolvable Quest is a technical case competition for the 3-5 year students. Participants attend a high-tech production cluster in Novomoskovsk, and develop their own KoBot. Winners receive internship offers at P&G and an opportunity to realize their ideas.

Task
During 4 weeks period, it was assigned to gather 800 applications. Moreover, half of those applications should have been from girls.
Solution
Studies revealed technical students' insights in general and girls' separately. On that basis, we developed messages and visual style that motivated students to go to the website and fill out the registration form.
In order to ensure gender equality, we distributed budget, created separate ads only for girls, and worked out a variety of interest groups: from universities to special thematic communities.






Results