UCC Dress for Success TikTok Campaign

When University College Cork (UCC) wanted to capture the attention of Gen Z for their Business and Law School’s undergraduate programs, we knew TikTok was the perfect platform.

I had an integral role in bringing this high-impact social media campaign to life, from conception to final edit.

In the early stages, I was deeply involved in shaping the overall creative approach.

I brought the team some inspiration from the Fashion side of TikTok (where I spend a lot of my time online as a self-confessed clothes hoarder.)

By borrowing this content style of quick transitions, engaging editing techniques, and trending sounds, I suggested we play with the theme of "Dressing for Success" to showcase the various career paths a degree from UCC Business School could lead to.

Execution was key, and we managed to shoot the entire campaign of 3 TikTok ad creatives in just one day on-site.

I oversaw production, working closely with a team of students who acted in our videos. My role included navigating and directing the production team and videographer to ensure our vision came to life efficiently and cost-effectively.

In the editing phase, I provided creative direction to our videographer, ensuring the final TikToks maintained a platform-native style. This was crucial for making the ads feel like engaging content that Gen Z could connect to rather than just advertisements.

Additionally, I was the lead copywriter, crafting on-screen text and captions that enhanced the overall message and appeal.

The results spoke for themselves:

• 4.3 million impressions

• 1.5 million views

• 13.6K likes

• Over 330 new followers for UCC