From traditional to authentic

With the new brand platform edYOUcation, which centers on the student’s personal development, Klara Gymnasium wanted to reach its audiences in a more relevant way. Historically, the school’s communication consisted of traditional commercial films on its website — a format and channel choice not optimized for its audience, who has very different needs.

To reach students, authenticity was key. To attract parents, a tone of authority was needed. The goal was to raise awareness of Klara’s new brand platform among students, while encouraging parents to read more about edYOUcation online.

Our solution was to turn students and teachers into influencers. For the students, we leaned heavily into a UGC (User-Generated Content) approach: we let students film themselves based on a script developed together with Klara Gymnasium’s marketing department and the students themselves. This method allowed us to present the school’s USPs (Unique Selling Points) in a language and style the students could own — which made the message feel genuine, relevant, and seamlessly integrated into the content formats the audience already engages with.

For parents, we used a stripped-back and honest approach: teachers presented edYOUcation and the school’s offer. We spoke directly to parents, assuming they were receptive to communication about their child’s high school choice — a very relevant topic during the campaign period. The base script was developed in collaboration with the marketing team, and the teachers personalized it with their own experiences, making the communication feel rooted in real voices.

By tailoring the content for each target audience and distributing it through the channels they already use, a seamless experience was created. Students recognized themselves in the content, parents felt reassured, and Klara Gymnasium’s USPs were communicated in a credible way.