SMM Campaign for the Big Game McKinsey & L'Oréal
Engaging students in L'Oréal and McKinsey & Company Case Competition
In brief
SMM campaign in VK social network, a Russian online social media and social networking service, to attract students to the case-championship.
The Big Game is a case competition for students, which has been held by L'Oréal and McKinsey & Company since 2015. Participants solve cases, results are evaluated by companies' representatives. Authors of the best solutions receive offers for the summer internship at L'Oréal or the part-time-internship at McKinsey.
Announce the start of registration, tell about the conditions of participation in the case-
championship, collect 1000 registrations from students of priority universities in 4 weeks and engage in the competition not only girls but also guys.

Given the character of the audience and the format of the Big Game, we decided to attract participants through VK. Preparation for the championship was held in 2 stages.
1. Landing page
At the first stage, a landing page was developed with a brief and clear description of the case competition, the selection stages and the advantages of participation (the corporate identity was provided by the client). The main traffic comes from social networks, so the landing page had the most brief form of registration, and for the convenience of the participants we made a mobile version of the website.
2. Advertising and SMM
At the second stage, a plan for the publication of posts in the main group was developed and separate advertisements were prepared in the general style of the Big Game to promote the case-championship. The analytics codes were set on the website, the links with UTM tags were placed in the ads in order to track conversion.